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Article Information:
Title:
Market mavens' purchase decision evaluative criteria: implications
for brand and store promotion efforts
Author(s):
Terrell G. Williams, Mark E. Slama
Journal:
Year:
1995
Volume:
Issue:
Page:
4 - 21
ISSN:
0736-3761
DOI:
10.1108/07363769510147218
Publisher:
MCB UP Ltd
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Abstract:
The market maven is looked to by others for a wide variety of
product, price, brand, and shopping information. The market maven scale
and questions regarding the importance of various evaluative criteria
applied when selecting brands and stores for a variety of consumer
products was administered to 306 couples with husbands and wives
responding independently. Demographic data suggested that mavens
identified were similar to those found in other studies. Although the
relationship varied by product and criterion, mavens generally ascribed
more importance to evaluative criteria than did nonmavens. Mavenism was
found to relate to the importance placed on brand and retail store
evaluative criteria differently for men and women. Mavenism among women
was associated with greater concern for both brand and store evaluative
criteria while mavenism among men was generally associated with a
greater emphasis on brand evaluative criteria.
Keywords:
Brands, Marketing theory, Retailing, Shopping
Article Type:
Research paper