A market analysis and trade study of Santa Ana, California. - Page 54 |
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CHAPTER IV
CONSUMER BUYING HABITS AND PREFERENCES
Buying habits, shopping preferences, and other
pertinent opinions of the 38^4- survey respondents were
tabulated and examined In an effort to discover any
tendencies which might be useful and have value in a
marketing situation* Caution, however, should be exercised
in interpreting these data; these findings are indicative
of the Santa Ana trading area, and not decisive or incontrovertible
fa ct. The information presented f a lls into
the following divisions: (1) areas of purchase (by
sp ecific commodities), (2) frequency of shopping in
Santa Ana, (3) suggestions by survey respondents for improving
shopping in Santa Ana, (Ij.) favorite store opinions,
(5) day and evening shopping preferences, (6) transportation
for shopping, (7) newspaper readership, and (8)
charge account purchasing by survey respondents. All the
results are presented in self-explanatory tables or figures
but additional comments are made to point up some tendencies
and trends in the survey population.
I. AREAS OF PURCHASE
Areas of food purchasing. Table IX presents the
findings and responses of the respondents answering the
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| Title | A market analysis and trade study of Santa Ana, California. - Page 54 |
| Repository email | cisadmin@lib.usc.edu |
| Full text | CHAPTER IV CONSUMER BUYING HABITS AND PREFERENCES Buying habits, shopping preferences, and other pertinent opinions of the 38^4- survey respondents were tabulated and examined In an effort to discover any tendencies which might be useful and have value in a marketing situation* Caution, however, should be exercised in interpreting these data; these findings are indicative of the Santa Ana trading area, and not decisive or incontrovertible fa ct. The information presented f a lls into the following divisions: (1) areas of purchase (by sp ecific commodities), (2) frequency of shopping in Santa Ana, (3) suggestions by survey respondents for improving shopping in Santa Ana, (Ij.) favorite store opinions, (5) day and evening shopping preferences, (6) transportation for shopping, (7) newspaper readership, and (8) charge account purchasing by survey respondents. All the results are presented in self-explanatory tables or figures but additional comments are made to point up some tendencies and trends in the survey population. I. AREAS OF PURCHASE Areas of food purchasing. Table IX presents the findings and responses of the respondents answering the |
