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| Author: | Ainslie, A. Rossi, P. |
| Title: | Similarities in choice behavior across product categories |
| Journal: | Marketing Science
1998 : VOL. 17:2, p. 91-106 |
| Index terms: | MARKETING BRAND CHOICE MANAGEMENT |
| Language: | eng |
| Abstract: | Differences between consumers in sensitivity to marketing mix variables have been extensively documented in the scanner panel data. All studies of consumer heterogeneity focus on a specific category of products and ignore the fact that the purchase behavior of panel households is often observed simultaneously in multiple categories. If sensitivity to marketing mix variables is a common consumer trait, then one should expect to see similarities in sensitivity across multiple categories. |
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