haku: @author Spiggle, S. / yhteensä: 2
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| Tekijä: | Spiggle, S. Sewall, M. A. |
| Otsikko: | A choice sets model of retail selection. |
| Lehti: | Journal of Marketing
1987 : APR, VOL. 51:2, p. 97-110 |
| Asiasana: | RETAILING CONSUMER CHOICE MARKETING MODELS |
| Kieli: | eng |
| Tiivistelmä: | After a brief review on previous models of retail selection, a method is presented that retail managers can use to assess competitive effectiveness and identify opportunities for improvement as consumers move through the choice process. The basis of the analysis is a model of retail selection using the aggregation of consumers' choice sets. The model involves five new subsets of the evoked set concept - these are action, interaction, inaction, quiet and reject sets. It is illustrated by an empirical example. |
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