A 2009 study involved 1) a survey of 163 US university students in a principles of marketing course, and 2) a survey of 305 US university students in a basic marketing class. The study questioned students to test hypotheses involving: Price Sensitivity and Innovativeness; Price Sensitivity and Brand Loyalty; Brand Parity and Innovativeness; Brand Loyalty…

BPIR Categories

4.1.4 Develop & implement marketing strategy
4.1.5 Develop & implement e-commerce strategy

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