Training tips from the Digital Classroom Building stronger digital advertising sales teams
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The interaction between these
two variables, however, provided a better predictor of beverage preference. Similar
results, in terms of the interaction between product choice and usage situation were
found by Green and Rao (1972), Belk (1974) and Srivastava et al. (1978). In a later
study, Srivastava (1980) examined the appropriateness of financial services in a
particular situation and found it to be relatively stable across situations, thus providing
further support for using consumption situations as a basis for segmenting the market.
Dickson (1982) combined a number of these previous studies when he created a
person/situation segmentation model....
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Training tips from the Digital Classroom Building stronger digital advertising sales teams
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Training tips from the Digital Classroom Building stronger digital advertising sales teams
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