| Case Title |
Martin
Fishbein's Theory of Reasoned Action: An Application to Consumer Buying
Behaviour |
| Case Author(s) |
Nikhil Bhide
|
| University |
T. A. Pai Management Institute
(TAPMI), Manipal, India |
| Abstract |
This case exercise can be used in a market research or consumer behaviour
course. The case begins with brief definitions of terms, introduces Fishbean's
theory and then discusses a particular application: explaining purchase
of pillows, a low involvement purchase. Exhibits include a questionnaire
instrument and results of a limited survey. Aspects that can be discussed
in class include research objectives, questionnaire construction and drawing
implications from research results. |
| Available In |
MIP Case Collection |
| Publisher |
T. A. Pai Management Institute (TAPMI),
Manipal, India |
| Publisher Case No. |
1997-99-33 |
| Distributor(s) |
T. A.
Pai Management Institute (TAPMI), Manipal, India
|
| Pub/Rev Date |
04/01/1999 |
| ISBN |
|
| Case Length |
12 |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Consumer Behaviour; Exploratory
Research; Market Research; Questionnaire Construction |
| Organisation(s) |
|
| Countries |
India |
| Industry |
|
| Period Covered |
1997-1999 |
| Level |
Postgraduate |