Measuring attitudes to lamb
P.J. Baron
(University of Newcastle upon Tyne, Newcastle upon Tyne, UK)
W.J.G. Cowie
(University of Newcastle upon Tyne, Newcastle upon Tyne, UK)
D.R. Hughes
(University of Newcastle upon Tyne, Newcastle upon Tyne, UK)
D. Lesser
(University of Newcastle upon Tyne, Newcastle upon Tyne, UK)
71
Abstract
Aims by means of a survey carried out in North East England, to measure the relevant attitudes to lamb and establish criteria for changing both these attitudes and actual buying behaviour. Examines the promotional strategies which could be used by marketing managers to check declining sales. Suggests that the most successful strategies for advertising and promoting lamb in the North East of England would be based on low price and income elasticities.
Keywords
Citation
Baron, P.J., Cowie, W.J.G., Hughes, D.R. and Lesser, D. (1971), "Measuring attitudes to lamb", European Journal of Marketing, Vol. 5 No. 2, pp. 36-44. https://doi.org/10.1108/EUM0000000005158
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited