A Taxonomy of Consumer Purchase Strategies in a Promotion Intensive Environment

Marketing Science · 1991 · Volume 10 · Issue 2

Abstract

This paper proposes a taxonomy of consumer purchase strategies based on household decisions about which brand to purchase, how much, and when to purchase in a promotion intensive environment. We infer decision rules at the household level from supermarket scanner panel data and then cluster the inferred choice routes in order to discover the major purchasing strategies used in our population of interest. Subsequently, we test for the distribution of these purchase strategies in our customer population. Results add to our knowledge of consumer behavior in response to promotions.

Keywords

promotion, consumer choice models, artificial intelligence, concept learning system

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