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Inferring Evoked and Consideration Set from Scanner Data

Author

Listed:
  • Wirawan Dony Dahana

    () (Graduate School of Economics, Osaka University)

  • Nozomi Nakajima

    () (Graduate School of Economics, Osaka University)

Abstract

Evoked 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.

Suggested Citation

  • Wirawan Dony Dahana & Nozomi Nakajima, 2011. "Inferring Evoked and Consideration Set from Scanner Data," Discussion Papers in Economics and Business 11-34, Osaka University, Graduate School of Economics and Osaka School of International Public Policy (OSIPP).
  • Handle: RePEc:osk:wpaper:1134
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    File URL: http://www2.econ.osaka-u.ac.jp/library/global/dp/1134.pdf
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    Keywords

    Evoked Set; Consideration Set; Brand Choice;

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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