Search

Since consumers' images reflect to some extent actions taken by marketers in dealing with many marketing variables, it is frequently desirable to determine if these images have patterns. For this purpose, the Friedman two-way analysis of variance by ranks may be useful, especially when the data are ordinal and when each respondent answers questions on a variety of products, product attributes, or brands. The ordinal nature of the data precludes the use of parametric statistical tools such as analysis of variance, and the need to compare a variety of data generated by each respondent precludes the use of certain nonparametric statistical tools, such as chi-square, since the requirement of independent samples is not met.

Retailers, because of their close association with the public, have historically been described as an excellent source of information about consumers. Interviews with consumers and appliance retailers reveal several interesting retailer misconceptions of consumers which may lead to ill-considered marketing strategies.