Identifying Substitute and Complementary Relationships Revealed by Consumer

Leigh McAlister, James M. Lattin

ISBN 10: 1332264646 / ISBN 13: 9781332264643

Verlag: Forgotten Books, 2020

Beschreibung

Print on Demand. This book centers on the complex relationships between various products in a defined market class. The author introduces a new technique for exploring these relationships, which he calls "cross-consumption response." Unlike previous methods, the author's approach can reveal both when products are substitutes for one another and when they are complements. Traditionally, products were assumed to be substitutes for one another, meaning that an increase in sales for one product would cause a decrease in sales for the other. However, this book argues that some products may actually be complements, meaning that an increase in sales for one product causes an increase in sales for another. The author illustrates the practical applications of this technique through a detailed case study of the soft drink industry. Through this case study, the author demonstrates how his approach can be used to identify both substitute and complementary relationships among different soft drink brands. This book provides a valuable new tool for understanding the complex relationships between products in a market class. The author's findings have important implications for marketing and product development strategies, and should be of interest to anyone interested in understanding consumer behavior. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. Bestandsnummer des Verkäufers 9781332264643_0

Bibliografische Details

Titel: Identifying Substitute and Complementary ...

Verlag: Forgotten Books

Erscheinungsdatum: 2020

Einband: Paperback

Zustand: New

Art des Buches: print-on-demand item

Über diesen Titel

Reseña del editor:

Excerpt from Identifying Substitute and Complementary Relationships Revealed by Consumer Variety Seeking Behavior: September, 1983

Other approaches scrutinize brand switching in order to infer competitive interrelationships; for example, the Hendry method (butler.

About the Publisher

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This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.