Abstract
In this chapter the results of a case study of laundry cleaning products in Barbados are presented. The methods used for the study were described in the previous chapter: first, the semantic differential scale was applied to collect data from a sample of households; these were then scaled by the scalar-products MDS model to determine the major perceptual differences between the competing products as viewed by the sample as a whole as well as by individual consumers. In the following chapter the results are related to advertising to determine its impact on choice and welfare. To begin with, however, the choice of products and characteristics studied, the method of sampling and the composition of the sample all have to be discussed.
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Notes and References
See, for example, the figures quoted in P. Doyle, ‘Advertising Expenditure and Consumer Demand’, Oxford Economic Papers, vol. 20 (Nov. 1968).
See A. L. Edwards, ‘The Scaling of Stimuli by the Method of Successive Intervals’, Journal of Applied Psychology, vol. 36 (1952) p. 118.
J. P. Guilford, Psychometric Methods (McGraw-Hill, 1954 ).
C. E. Osgood, G. J. Suci and P. H. Tannenbaum, The Measurement of Meaning (University of Illinois Press, 1957 ) pp. 147–8.
See R. N. Shepard, ‘Introduction to Volume 1’, in R. N. Shepard, A. K. Romney and S. Nerlove (eds), Multidimensional Scaling: Theory and Application in the Behavioral Sciences (Seminar Press, 1972 ) p. 10.
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© 1983 Jeffrey James
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James, J. (1983). The Perception of Laundry Cleaning Products in Barbados. In: Consumer Choice in the Third World. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-06109-9_5
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DOI: https://doi.org/10.1007/978-1-349-06109-9_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-06111-2
Online ISBN: 978-1-349-06109-9
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