Affiliation:
1. University of Pennsylvania
2. Carnegie Institute of Technology
3. Stanford University.
Abstract
Media strategies aimed at penetrating the heavy half are frequently based on matching socioeconomic and demographic profiles of the media under consideration to those believed representative of the target group. This assumes that socioeconomic and demographic variables are correlated with product consumption. The authors evaluate the validity of this assumption by analyzing the relationship between socioeconomic-demographic variables and consumption for each of 57 grocery products.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
18 articles.
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