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Toward Consumer Efficiency: A Model for Improved Buymanship
Author(s) -
CARSKY MARY L.,
DICKINSON ROGER,
SMITH MARY F.
Publication year - 1995
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1995.tb00056.x
Subject(s) - competition (biology) , marketing , point (geometry) , set (abstract data type) , process (computing) , business , consumer choice , consumer behaviour , economics , advertising , microeconomics , computer science , mathematics , ecology , geometry , biology , programming language , operating system
This paper suggests that changes in the economic, marketing, and social environments call for alternative approaches to the traditional models of buymanship. The authors propose a shopping model that incorporates four main tenets: (1) search is conceived as a continuous process; (2) consumers take advantage of retail price competition at one point in time and over time; (3) an acceptable set of brands and stores is integral to purchase decisions; and (4) low price on an acceptable brand triggers purchase. Implications for consumer buying, research, and consumer education are identified.