The MIIS Eprints Archive

Models of consumer behaviour

Casas, Pablo and Chapman, Jon and Hunt, Robert and Kozyreff, Gregory and Lacey, Andrew and Larrieu, Emeline and Leese, Robert and Roose, Tiina and Schley, David and Staron, Lydie (2004) Models of consumer behaviour. [Study Group Report]


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The problem posed to the Study Group was to construct models for consumer behaviour that might be useful in tools for brand management in markets for fast-moving consumer goods. Such models must take into account various psychological and sociological factors that describe respectively how consumers are influenced by what is on sale and who else is already buying. The outputs of the models should be predictions for the division of market share between competing products. Two phenomena of particular interest for assessing modelling options are the 'decoy effect' and 'lock-in'.

Item Type:Study Group Report
Problem Sectors:Retail
Study Groups:European Study Group with Industry > ESGI 49 (Oxford, UK, Mar 28-Apr 2, 2004)
Company Name:Unilever Corporate Research
ID Code:38
Deposited By: Gordon White
Deposited On:26 May 2005
Last Modified:29 May 2015 19:45

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