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Please use this identifier to cite or link to this item:
http://hdl.handle.net/1783.1/817
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| Title: | A minimum discount level for a consideration set |
| Authors: | Han, Sangman
Gupta, Sunil
Lehmann, Donald R. |
| Keywords: | Discount
Acceptances
Consumer behavior |
| Issue Date: | May-1994 |
| Series/Report no.: | Marketing Working Paper Series ; MKTG 94.018 |
| Abstract: | We examine the role of price discounts in the consideration set formation. Price discounts affect the consideration set by determining the size and membership of the consideration sets of consumers. A consumer compares the price discount with his/her threshold value at that purchase occasion. A given brand belongs to the consideration set of a consumer if the discount is above a certain threshold value. If the discount reach the threshold, the brand does not enter the consideration set. We propose a model in which the threshold is modeled as a probabilistic variable which varies by brands, across consumers and over time. |
| URI: | http://hdl.handle.net/1783.1/817 |
| Appears in Collections: | MARK Working Papers
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Size | Format |
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| mktg94018.pdf | | 2559Kb | Adobe PDF | View/Open |
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