HKUST Institutional Repository >
MARK Working Papers >
Please use this identifier to cite or link to this item:
|Title: ||A minimum discount level for a consideration set|
|Authors: ||Han, Sangman|
Lehmann, Donald R.
|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.|
|Appears in Collections:||MARK Working Papers|
Files in This Item:
All items in this Repository are protected by copyright, with all rights reserved.