کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1017592 | 940307 | 2014 | 7 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Do consumer perceptions matter in measuring choice variety and variety seeking? Do consumer perceptions matter in measuring choice variety and variety seeking?](/preview/png/1017592.png)
This research marries scanner panel choice data of consumers in single member households to their survey-based perception data and draws upon behavioral and modeling research to contribute to the variety seeking literature. It presents a new consumer-based measure of choice variety based on inter-product similarity perceptions and illustrates that others-based (i.e., researchers, managers, and retailers) measures of choice variety such as number of brand switches underestimate choice variety. Moreover, incorporating the consumer-based measure instead of others-based measures in latent class models improves their efficiency of classifying households into high versus low variety seeking. The consumer-based measure of choice variety is valid in terms of its positive relationship with consumer's intrinsic or trait-based variety seeking tendency. Theoretical (market structure, consideration set) and managerial implications (targeting of price promotions to reduce spending, product design, cross-price elasticity) of the findings are offered.
Journal: Journal of Business Research - Volume 67, Issue 1, January 2014, Pages 2786–2792