Inferring Evoked and Consideration Set from Scanner Data

Wirawan Dahana () and Nozomi Nakajima ()
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Wirawan Dahana: Graduate School of Economics, Osaka University
Nozomi Nakajima: Graduate School of Economics, Osaka University

No 11-34, Discussion Papers in Economics and Business from Osaka University, Graduate School of Economics

Abstract: Evoked and consideration set have been one of main research topics in marketing field for a long time. Using interview data, many studies have been conducted to investigate the nature of its content. However, only few studies tried to do so by using consumer purchase history. By modeling the process of evoked and consideration set formation, in this research we try to elicit consumer evoked set from scanner data. Some managerial implications for marketing decisions derived from the information of estimated evoked set are discussed.

Keywords: Evoked Set; Consideration Set; Brand Choice (search for similar items in EconPapers)
JEL-codes: M11 M31 M37 (search for similar items in EconPapers)
Pages: 19 pages
Date: 2011-12
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