haku: @author Manchanda, P. / yhteensä: 2
viite: 2 / 2
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| Tekijä: | Manchanda, P. Ansari, A. Gupta, S. |
| Otsikko: | The "shopping basket": A model for multicategory purchase incidence decisions |
| Lehti: | Marketing Science
1999 : VOL. 18:2, p. 95-114 |
| Asiasana: | Market research Models Consumer behaviour Models USA |
| Vapaa asiasana: | Product choice |
| Kieli: | eng |
| Tiivistelmä: | 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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