search query: @author Nedungadi, P. / total: 6
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| Author: | Roberts, J. Nedungadi, P. |
| Title: | Studying consideration in the consumer decision process: progress and challenges |
| Journal: | International Journal of Research in Marketing
1995 : MAY, VOL. 12:1, p. 3-7 |
| Index terms: | RESEARCH BRANDS EVALUATION |
| Language: | eng |
| Abstract: | The study of consideration has been attracting increasing attention over the last few years. Academic interest has ben piqued by realization of the fact that we are achieving a good understanding of the brand evaluation and brand choice processes, given consideration, but less of an understanding of what drives brand consideration. From an academic perspective this lack of knowledge is troubling. From a practical perspective managers have become increasingly concerned that in crowded markets their brands may not even gain entry into the consideration set. |
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