Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data
Decker R, Scholz S (2010)
The Marketing Review 10(3): 225-237.
Zeitschriftenaufsatz
| Veröffentlicht | Englisch
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Abstract / Bemerkung
This paper suggests a simple Poisson regression framework that facilitates the estimation of parameters which, similar to established conjoint analysis, allow inferences on the relative effect a certain product attribute has on the overall willingness to purchase the respective consumer good. Furthermore, we discuss options for considering demand heterogeneity and show how the suggested approach to preference analysis can be used to predict the presumptive sales of new products intended to be introduced into the product category of interest. Both the usability and the benefits of the suggested framework are demonstrated using POS scanner data on two typical consumer goods categories provided by a German supermarket chain. In both cases, the available results provide significant information for new product development and retail assortment planning.
Stichworte
preference analysis;
new product prediction;
Consumer good;
Poisson regression;
point of sale scanner data
Erscheinungsjahr
2010
Zeitschriftentitel
The Marketing Review
Band
10
Ausgabe
3
Seite(n)
225-237
ISSN
1469-347X
eISSN
1472-1384
Page URI
https://pub.uni-bielefeld.de/record/2905186
Zitieren
Decker R, Scholz S. Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data. The Marketing Review. 2010;10(3):225-237.
Decker, R., & Scholz, S. (2010). Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data. The Marketing Review, 10(3), 225-237. doi:10.1362/146934710X523087
Decker, Reinhold, and Scholz, Sören. 2010. “Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data”. The Marketing Review 10 (3): 225-237.
Decker, R., and Scholz, S. (2010). Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data. The Marketing Review 10, 225-237.
Decker, R., & Scholz, S., 2010. Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data. The Marketing Review, 10(3), p 225-237.
R. Decker and S. Scholz, “Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data”, The Marketing Review, vol. 10, 2010, pp. 225-237.
Decker, R., Scholz, S.: Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data. The Marketing Review. 10, 225-237 (2010).
Decker, Reinhold, and Scholz, Sören. “Determining the Attractiveness of Product Attributes in Consumer Goods Markets using POS Scanner Data”. The Marketing Review 10.3 (2010): 225-237.
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