Marketing Strategy for Soybean Products: Familiarity Breeds Content

Kwaku Ahenkora, Yarhands Dissou Arthur, Stephen Banahene


The study used newly introduced soymilk product to explore the effects of familiarity, exposure and product information on product usage. The results showed that familiarity affected usage, exposure positively influenced usage decisions but product information did not have effect on acceptability. The study suggests that the experience derived from product trial may have a greater effect on intention to purchase than mere information. Promotional “exposure” may be used by marketers to nudge customers towards familiarity.

Full Text:



Copyright (c)

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.