A consumer choice simulation model

Date of publication: June 15, 1998

Author: Alan Frost

Abstract:

The research concept described in this paper is, in fact, built upon the notion that if we can make measurements in these three areas and if we can develop a reasonably precise understanding of how they relate to consumer behaviour then we find ourselves in a position where we can predict how consumers will react towards a whole range of relevant stimuli such as new products, repositioned products, packaging and advertising.

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