haku: @author Mollá, A. / yhteensä: 5
viite: 5 / 5
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| Tekijä: | Molla, A. Mugica, J. Yague, M. |
| Otsikko: | Category management and consumer choice |
| Lehti: | International Review of Retail, Distribution and Consumer Research
1998 : APR, VOL. 8:2, p. 225-242 |
| Asiasana: | MANAGEMENT CONSUMER CHOICE RETAILING |
| Kieli: | eng |
| Tiivistelmä: | This paper shows the results of an exploratory analysis of the structure of a complex product category: Wine. In complex categories, a usual strategy of consumers is the partitioning of alternatives into homogeneous subsets and the sequential elimination of subsets until a product/brand is chosen from among a few homogeneous alternatives in the last subset. To identify if there is such a kind of strategy and the product attributes involved is of great interest for the retailer. |
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