功效变量与营销变量的重视程度对消费者考虑集构成的影响

The Effects of Perceived Importance of Function and Marketing on Consumer Consideration Set Composition

消费者考虑集是消费者购买决策中的重要阶段,品牌只有进入考虑集才有可能被消费者购买。考虑集构成是对考虑集问题进行研究中的一项内容。本研究在上海以牙膏作为测试对象,检验了消费者对产品功效变量和营销变量的重视程度对其考虑集构成的影响。

Consideration is an important phase during consumers buying decisions process, only those brands that in consideration set can be bought by consumers. The composition of consideration set is one of the main research area on consideration set, this paper showing the characteristics of consideration set composition, and testing the effect of Attached Importance to Function and Marketing on Consid eration Set Composition using data from a survey about consumers＇ consideration set of toothpaste in Shanghai.