Gerald J. Goodhardt

Apart from being the Institute Chairman of the Board, Professor Gerald J. Goodhardt is Emeritus Professor of City University, Visiting Professor at Kingston University, and also a Visiting Research Associate at South Bank University. Formerly Sir John E. Cohen Professor of Consumer Studies and Dean of the City University Business School, Professor Goodhardt has spent 20 years in industry and commerce prior to his 20 years as an academic.

Professor Goodhardt served as Chairman of the Market Research Society (Gold Medalist in 1969 and 1996) and as Honorable Secretary of the Royal Statistical Society. He was also Founding President of the Market Research Benevolent Association. He published extensively in marketing and statistical journals, mainly in quantitative aspects of consumer behavior and the audience use of broadcast media. He is a also considered to be a marketing scientist.

Models Of Buyer Behavior

Chapter 18: Repeat Buying of a New Brand: A 10-Point Case History

Chapter 18 of Models of Buyer Behavior

Repeat Buying of a New Brand reviews three stages essential to supporting the notion that repeat-buying rates are a necessary component in marketing new products. These three stages are measuring behavior, tabulating data, and interpreting data. This information could prove valuable for further market research and forecasting models.