search query: @author Yague, M. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Molla, A. Mugica, J. Yague, M. |
| Title: | Category management and consumer choice |
| Journal: | International Review of Retail, Distribution and Consumer Research
1998 : APR, VOL. 8:2, p. 225-242 |
| Index terms: | MANAGEMENT CONSUMER CHOICE RETAILING |
| Language: | eng |
| Abstract: | This paper shows the results of an exploratory analysis of the structure of a complex product category: Wine. In complex categories, a usual strategy of consumers is the partitioning of alternatives into homogeneous subsets and the sequential elimination of subsets until a product/brand is chosen from among a few homogeneous alternatives in the last subset. To identify if there is such a kind of strategy and the product attributes involved is of great interest for the retailer. |
« previous | next »
SCIMA