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- Title
dual considerations.
- Authors
Krieger, Abba M.; Green, Paul E.; Wind, Yoram (Jerry)
- Abstract
Buyers' consideration sets--those brands in a product/service category that a consumer would consider purchasing on his or her next buying occasion --result from a pruning process where the buyer eliminates unacceptable brands and then selects a specific brand from the reduced set. To better understand buyers' brand consideration sets, we offer a dual procedure that uses multidimensional scaling to provide perceptual maps of consideration sets combined with a more rigorous numerical method that determines the extent of interbrand similarity and its statistical significance.
- Subjects
CONSUMER behavior; PURCHASING; MARKETING; BRAND name products
- Publication
Marketing Research, 2003, Vol 15, Issue 4, p8
- ISSN
1040-8460
- Publication type
Article