Inferring Evoked and Consideration Set from Scanner Data
AbstractEvoked and consideration set have been one of main research topics in marketing field for a long time. Using interview data, many studies have been conducted to investigate the nature of its content. However, only few studies tried to do so by using consumer purchase history. By modeling the process of evoked and consideration set formation, in this research we try to elicit consumer evoked set from scanner data. Some managerial implications for marketing decisions derived from the information of estimated evoked set are discussed.
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Bibliographic InfoPaper provided by Osaka University, Graduate School of Economics and Osaka School of International Public Policy (OSIPP) in its series Discussion Papers in Economics and Business with number 11-34.
Length: 19 pages
Date of creation: Dec 2011
Date of revision:
Evoked Set; Consideration Set; Brand Choice;
Find related papers by JEL classification:
- M11 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Production Management
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
This paper has been announced in the following NEP Reports:
- NEP-ALL-2011-12-13 (All new papers)
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