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Volume 2, Issue 3
1 March 1968
European Journal of Marketing Cover Image for Volume 2, Issue 3
Research Article| March 01 1968

Repeat buying of a new brand – a 10‐point case history

;
A.S.C. Ehrenberg
Royal Statistical Society
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G.J. Goodhardt
Market Research Society
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
1968
European Journal of Marketing (1968) 2 (3): 200–205.
https://doi.org/10.1108/EUM0000000005253

Discusses repeat‐buying in terms of a case history of a non‐durable product. Measures the repeat‐buying behaviour by means of a survey carried out for the Market Analysis and Evaluation Grant, Unilever. Reveals how repeat‐buying of a new brand soon reaches a par with its competitors.

Keywords: Repeat‐buying, Brands, Consumer goods, Non‐durable goods, Consumer behaviour, New product development
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© MCB UP Limited
1968
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