Introduction: Goal and structure of this dissertation
Everybody knows from personal experience that when making a purchase decision, e.g. buying beer in a supermarket, one does not equally consider all brands on offer. Rather one would make the decision of which brand to buy out of a set of 3 to 4 brands that receive intense consideration. For example, one considers Beck’s, Jever and Warsteiner for purchase and chooses Beck’s. This set of alternatives which a consumer considers in a purchase decision is called the ‘consideration set’ and is the center of interest in this dissertation.
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