Consumers have varying needs and their behaviour changes as they progress through life. It is difficult to forecast and meet needs without empirical evidence on an individuals changing behaviour over time. For categories without such data on behaviour, marketers would highly value any information that estimates change in behaviour as the respondent matures. / From the findings of this study, the conclusions show that by adhering to a number of guidelines for retrospective data collection, reliable data can be collected on patterns of regular alcohol consumption. Whether this method can be applied to other categories should be investigated further. / From this study it is shown that a retrospective method is valuable for generating data on historical patterns of behaviour for categories where such data is lacking, and that the data obtained is invaluable for illustrating the relationship between significant events and patterns of behaviour. The retrospective method of data collection can show marketers the age(s) that changes take place in patterns of behaviour, and whether certain significant events coincide with changes in behavioural patterns. With a dearth of literature in this area of marketing science, these findings are noteworthy, of practical value and requiring further research. / Thesis (PhDBusinessandManagement)--University of South Australia, 2007.
| Identifer | oai:union.ndltd.org:ADTP/267096 |
| Creators | Wilson, Damien Marshall. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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