search query: @indexterm market research / total: 2057
reference: 265 / 2057
| Author: | Manchanda, P. Ansari, A. Gupta, S. |
| Title: | The "shopping basket": A model for multicategory purchase incidence decisions |
| Journal: | Marketing Science
1999 : VOL. 18:2, p. 95-114 |
| Index terms: | Market research Models Consumer behaviour Models USA |
| Freeterms: | Product choice |
| Language: | eng |
| Abstract: | Consumers make multi-category decisions in a variety of contexts such as choice of multiple categories during a shopping trip. While complementarity gives managers some control over consumers' buying behaviour, co-occurrence or co-incidence is less controllable. In this paper, there is a conceptual framework developed incorporating complimentarity, co-incidence and heterogeneity as the factors being able to lead to multi-category choice. This framework is translated into a model of multi-category choice. |
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