search query: @author Hulland, J.S. / total: 2
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| Author: | Urban, G.L. Hulland, J.S. Weinberg, B.D. |
| Title: | Premarket forecasting for new consumer durable goods. Modeling categorization, elimination, and consideration phenomena (Konsumforschung) |
| Journal: | Journal of Marketing
1993 : APR, VOL. 57:2, p. 47-63 |
| Index terms: | |
| Freeterms: | PROGNOSEMETHODEN, MARKTFORSCHUNG |
| Language: | eng |
| Abstract: | The authors extend previous models for premarket forecasting by including parameters that reflect consumers' categorization and consideration processes. They propose a model and measurement methodology, which they apply to the premarket forecasting of a new automobile. The extended model generates new managerial insights into positioning and marketing planning effectiveness, simulates the effects of changes in positioning strategy on consideration and choice, and provides information about why consumers consider or reject a new brand. |
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