The Normative Impact of Consumer Price Expectations for Multiple Brands on Consumer Purchase Behavior
The Normative Impact of Consumer Price Expectations for Multiple Brands on Consumer Purchase Behavior
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DOI：
10.1287/mksc.11.3.266
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发表时间：
1992-08
期刊：
影响因子：
--
通讯作者：
Aradhna Krishna
中科院分区：
文献类型：
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作者：
Aradhna Krishna
实证研究表明，一些消费者形成了价格预期，这可能会影响他们的购买行为。虽然运筹学的文献建立了包含不确定价格预期的购买政策模型，但这些模型是针对大宗商品建立的。消费者面临着一个拥有多个品牌的环境。在本文中，我们开发了一个模型，该模型将消费者对多个品牌的偏好和价格预期作为标准消费者购买行为的决定因素。该模型展示了识别价格不确定性的商品购买政策模型如何适用于多品牌市场的研究。该模型被用来分析价格促销政策和持有成本的变化对个人购买行为的规范影响。它还被用于蒙特卡洛市场模拟，该模拟说明了促销后下跌或多或少明显的一些情景，并为促销后不存在的下跌提供了解释。
Empirical research indicates that some consumers form price expectations which may impact their purchase behavior. While literature in operations research has built purchase policy models incorporating uncertain price expectations, these models have been built for commodities. Consumers face an environment with multiple brands. In this paper, we develop a model that incorporates consumer preferences and price expectations for multiple brands as determinants of normative consumer purchase behavior. The model demonstrates how commodity purchase policy models recognizing price uncertainty can be adapted to the study of multi-brand markets. The model is used to analyze the normative impact of changes in price promotion policies and holding costs on individual purchase behavior. It is also used in a Monte-Carlo market simulation that illustrates some scenarios where a post-promotion dip is more or less evident, and provides an explanation for the nonexistent post-promotion dip.