A Consideration Set Based Model for Forecasting Sales in China

摘要

Selling European Union consumer products into China is a form of new product sales. In addition to the classic diffusion of innovation models for forecasting, sales managers need a model of buyer behavior that will assist them in making reasonable forecasts. To this end a forecasting model is proposed that utilizes the marketing universal of consideration sets, usage rates of the product class, channel coverage, awareness, and census data for areas served.