The reseach of product attributes' consideration set influnce recommendation validity
Date Issued
2005
Date
2005
Author(s)
Liang, Chun-Chieh
DOI
zh-TW
Abstract
To form a consideration set, consumers must pick out the preferable attributes that would help them to have easy-to-compare alternatives since they are limited by time, money and ability when dealing with information. A product could only be purchased when the product was taken into the consideration set. Therefore, it becomes crucial to any firms that take consumers’ preferences as the base of its product-buying recommendation and new products development plans. There are strong marketing strategic implications of a consideration set since the consideration set can be used at analyzing consumer behavior, brand loyalty and changes in market share. This paper attempts to construct two consideration sets in different modes, which stands for distinct strategic meanings.
In the past, when a sales clerk was giving product-purchasing recommendations for customers, he could only make a random one to them due to his unawareness of his customers. However, with database marketing, purchasing history could be recorded and traced, and all information is updated and analyzed every time of a purchase. All these would benefit a firm by at least separating consumers into target groups, establishing marketing preference structures and reflecting heterogeneity and dynamics among consumers.
In this regard, this paper is trying to utilize Logit Model and SUR Model to construct a new product recommendation system by giving the reserved sample to test the validity of recommendation and comparing the Hit Rate of these two consideration sets in both modes
Subjects
考慮集合
邏吉斯模式
Consideration Set
Logit Model
SDGs
Type
thesis
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