Models of consumer behaviour

Casas, Pablo and Chapman, Jon and Hunt, Robert and Kozyreff, Gregory and Lacey, Andrew and Larrieu, Emeline and Leese, Robert and Roose, Tiina and Schley, David and Staron, Lydie (2004) Models of consumer behaviour. European Study Group with Industry > 49th ESGI [Oxford 29/3/2004 - 4/4/2004].

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Abstract/Summary

The problem posed to the Study Group was to construct models for consumer behaviour that might be useful in tools for brand management in markets for fast-moving consumer goods. Such models must take into account various psychological and sociological factors that describe respectively how consumers are influenced by what is on sale and who else is already buying. The outputs of the models should be predictions for the division of market share between competing products. Two phenomena of particular interest for assessing modelling options are the 'decoy effect' and 'lock-in'.

EPrint Type:	Study Group Report
Study Group:	European Study Group with Industry > 49th ESGI [Oxford 29/3/2004 - 4/4/2004]
Company Name:	Unilever Corporate Research
Industrial Sector:	Retail
Additional Contributors:	Cummings, Linda and Dewynne, Jeff and Efstathiou, Janet and Finn, Matt and Green, Edward and Hinch, Rob and Ing, James and Lewis, Miranda and Noble, Steven and Parrott, James and Siggers, Jennifer and Tindall, Marcus and Venter, Antoinetta and Voong, Caroline and Wood, David
ID Code:	38
Deposited By:	Gordon White
Deposited On:	26 May 2005

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