Journal of the Academy of Marketing Science

, Volume 2, Issue 2, pp 309–315 | Cite as

The marketing of hamburger buns

  • Rodger D. Carlson


It is apparent that the return percentages have been drastically reduced by using only the primary variable of temperature. The actual return percentage would have been even higher except that some route men ran out of hamburger buns and therefore had no returns. This did not show up in the aggregate figures because these were more than balanced by a surplus returned by the majority of route men.


California State College Actual Return Private Label Aggregate Figure Return Percentage 


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Copyright information

© Academy of Marketing Science 1974

Authors and Affiliations

  • Rodger D. Carlson
    • 1
  1. 1.California State CollegeSan Bernardino

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