Inferring Consideration Set from Scanner Data

Consideration set has been one of main research topics in marketing field for a long time. Using interview data, many studies have been conducted to investigate the nature of its content. However, only few studies tried to do so by using consumer purchase history. By modeling the process of consideration and choice set formation, in this research we try to elicit consumer consideration set from scanner data. Some managerial implications for marketing decisions derived from the information of consideration set are discussed.