Date of Award
10-1979
Document Type
Independent Study
Degree Name
Master of Business Administration (MBA)
Abstract
This study was conducted in the Minot area of persons having service maintenance contracts on their Sears appliances to determine the motivations affecting the purchase of the service maintenance contracts. The study utilized a sample of names obtained from friends and others and analyzed by content analysis. As a result of this research, it was discovered that the primary reason for purchasing a contract was an economic motive. It was further learned that Sears did not emphasize the economic factor in their promotional appeals. Therefore, the following has been concluded: the consumers' purchase of service maintenance contracts was not made due to the efforts on the part of Sears, but rather in spite of them.
Recommended Citation
Kearney, Daniel E., "Consumer Motivation Affecting the Purchase of Sears Service Maintenance Contracts in the Minot Area" (1979). Theses and Dissertations. 5023.
https://commons.und.edu/theses/5023