BREAD BUYING HABITS.

The article discusses a survey of bread buying habits of housewives. According to the author, the survey is significant because of its applicability in other markets and for the research methodology employed, which successfully reflects the motivation behind the purchase decisions. The article addresses the results as they relate to brand competition, brand loyalty, previous brand preferences, reasons for product abandonment, and product quality issues. The implications of this study in terms of advertising, marketing strategy, and market positioning are discussed.