品牌进入消费者考虑集的决策规则——基于牙膏产品品牌的实证研究

The Decision Rules of Brand Entry into Consideration Set——An Empirical Analysis Based on Toothpaste Consideration set

消费者考虑集是消费者决策过程中的重要阶段,品牌只有进入考虑集才有可能被最终购买。本研究在上海以牙膏作为测试对象检验了牙膏品牌进入考虑集时消费者所依据的决策规则。实证结果显示,消费者主要使用排除式决策规则、非权重的补偿式决策规则和权重的补偿式决策规则。

Consumer consideration set is of great importance in consumer decision process, a brand can only be bought when it is concluded in the consideration set. This paper tests the decision rules consumers use when decide which brand entry into consideration set based on data from a surveyed toothpaste consideration set. The result suggests that the mainly used decision rules include elimination -by-aspects decision rule, the unweighted compensatory decision rule and the weighted compensatory decision rule.