Premarket Forecasting for New Consumer Durable Goods: Modeling Categorization, Elimination, and Consideration Phenomena

The authors extend previous models for premarket forecasting of new durable consumer goods by including parameters that reflect consumers’ categorization and consideration processes. They propose a model and measurement methodology, which they apply to the premarket forecasting of a new automobile. They describe empirical data collection, parameter estimation, managerial implications, validation issues, and future research needs. The extended model generates new managerial insights into positioning and marketing planning effectiveness, can be used to simulate the effects of changes in positioning strategy on consideration and choice, and provides more detailed information about why consumers consider or reject a new brand. The relevance of the categorization extension for other new product models that condition choice on a consideration set is also explored.

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Eureka! or, How I learned to stop worrying and love the survey

Language Teaching ◽

10.1017/s0261444820000385 ◽

2020 ◽

Vol 54 (1) ◽

pp. 38-46

Author(s):

Celeste Kinginger

Keyword(s):

Durable Goods ◽

Graduate Level ◽

Contact Information ◽

Thesis Advisor ◽

Consumer Durable ◽

The One ◽

Consumer Durable Goods

Two decades ago, a personally-addressed ten-page survey printed on salmon-colored stock appeared in my campus mailbox. An accompanying letter explained that the sender was a student collecting data for a graduate-level thesis and included contact information for the thesis advisor … in marketing. It was the one and only ‘Consumer Durable Goods Study’ I would ever receive as an applied linguist.

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Techniques in Forecasting Consumer Durable Goods Sales

Journal of Marketing ◽

10.1177/002224295201700203 ◽

1952 ◽

Vol 17 (2) ◽

pp. 156-162

Author(s):

A. C. MaCgowan

Keyword(s):

Durable Goods ◽

Consumer Durable ◽

Consumer Durable Goods

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Modeling the Product Life Cycle for Consumer Durables

Journal of Marketing ◽

10.1177/002224298104500409 ◽

1981 ◽

Vol 45 (4) ◽

pp. 68-75 ◽

Cited By ~ 6

Author(s):

Stephen G. Harrell ◽

Elmer D. Taylor

Keyword(s):

Life Cycle ◽

Product Life Cycle ◽

Durable Goods ◽

Model Development ◽

Major Elements ◽

Consumer Durables ◽

Product Life ◽

Consumer Durable ◽

Validity Tests ◽

New Consumer

This paper proves that the product life cycle of a new consumer durable goods product can be simulated with reasonable accuracy assuming various causal marketing conditions. Major elements of the model development are discussed as well as the validity tests conducted. Strategic and operational uses of the model are also discussed.

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