Situational Context End Buyer Preferences

E. K. Valentin, Weber State College
Kent L. Granzin, University of Utah
This study investigated the influence of situational context, conceptualized as the sum of the object of consumption, intended usage, and user type, on product attribute preferences. Operationally, the object of consumption was represented by three food items and intended usage by three alternative recipients of food. Users were classified as one of three types using a psychographic scale developed prior to the reported study. Data were gathered from 200 subjects via questionnaire and were analyzed using a repeated-measures analysis of variance model. The choice object, intended usage, user type, and object-situation interactions were found to affect preferences for product attributes significantly. The results were found to contain several implications for further research as well as for marketing management.
[ to cite ]:
E. K. Valentin and Kent L. Granzin (1986) ,"Situational Context End Buyer Preferences", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 672.

Advances in Consumer Research Volume 13, 1986      Page 672

SITUATIONAL CONTEXT END BUYER PREFERENCES

E. K. Valentin, Weber State College

Kent L. Granzin, University of Utah

This study investigated the influence of situational context, conceptualized as the sum of the object of consumption, intended usage, and user type, on product attribute preferences. Operationally, the object of consumption was represented by three food items and intended usage by three alternative recipients of food. Users were classified as one of three types using a psychographic scale developed prior to the reported study. Data were gathered from 200 subjects via questionnaire and were analyzed using a repeated-measures analysis of variance model. The choice object, intended usage, user type, and object-situation interactions were found to affect preferences for product attributes significantly. The results were found to contain several implications for further research as well as for marketing management.

For further information, write to:

Dr. E. K. Valentin / College of Business and Economics / Weber State College / Ogden, Utah 84408

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