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The present study set out to identify and analyse the relative importance of the various factors which affect the acceptance of lesser-known Tropical Hardwood species. Two different groups of factors were analysed, physical/technical factors and marketing factors, emphasis was placed on the second group.\ud \ud To achieve the above stated objective, it was regarded as essential to examine the two main market intermediaries, the merchants/importers and the end-users. Therefore, two main surveys were conducted:\ud \ud (a) Merchants/importers. The effect of the various marketing efforts on the eventual outcome of lesser-known specie introductions were examined. A further, smaller, survey was found to be necessary on the perception and beliefs of the sales-staff of the importing firms. Their perception of well established and lesser-known species was examined.\ud \ud (b) End-users. The perceptions of various end-users/end-use segments was examined. The underlying reasons which dictate the choice of different species and the influence of the various marketing activities on such decisions were established.\ud \ud The research was based on postal questionnaires (different ones for each survey) which were designed following depth interviews and pilot studies.\ud \ud Following a detailed analysis and interpretation of the replies to the surveys, an attempt has been made to apply these findings in order to design a meaningful marketing strategy. A total marketing plan is proposed and particular emphasis is placed on screening the potential of lesser-known species and the communication mix to be used during the stages of introduction.\ud \ud One of the main findings was the degree of uniqueness of each particular introduction of a lesser-known specie. This finding, together with the structure of the customers of each merchant and the finding that what constitutes a lesser-known specie is a matter of perception, presented a very complex matrix of alternative marketing strategies. But one thing which has become clear is that a well designed framework is absolutely necessary if lesser-known specie(s) are to be marketed successfully.

This thesis describes a test of the applicability of a model developed from a qualitative study of a market for consumer nondurables to two other markets for consumer non-durables. The model was developed to explain the effect of public relations information on housewives 1 buying decisions.\ud \ud The results of two questionnaire surveys of fifty housewives each were analysed. Results from the first market study were to be confirmed by the second study before acceptance.\ud \ud The relationships specified in the model were not identified in the tests. It is suggested that the relationship between perceived risk and openness to information was not supported because of the low risk in the present studies and that relationships concerning usage strategies were not identified because it was not possible to group individual strategies.\ud \ud In the light of the results the problems of developing a generalisable model from a qualitative study of one situation and ways of tackling these problems are discussed. The advantages and disadvantages to the project of using a market research firm for the survey and of having commercial sponsors are identified.\ud \ud This thesis provides several criteria for distinguishing between the diverse conceptualisations of perceived risk reviewed. It points out why the uncertainty component and not the probability component is consistent with perceived risk theory. It shows that there is little conclusive evidence of a relationship between consumer perceived risk and information handling due to a lack of quality programmatic research, although that relationship is often held to be true.\ud \ud The above point highlights a general problem in consumer behaviour research exemplified by a lack of programmatic research, by exploratory studies which are not followed up and by many measures of concepts none of which are validated.