An integrated model of category demand and brand choice
UNSPECIFIED. (1998) An integrated model of category demand and brand choice. JOURNAL OF THE MARKET RESEARCH SOCIETY, 40 (4). pp. 295-306. ISSN 0025-3618Full text not available from this repository.
This paper presents a unified model of brand choice and category demand calibrated at the household level. The framework is grounded in utility theory and incorporates two important consumer decisions: which brands to choose and how much product to buy. A probability model describes brand choice and estimates a summary index of category value that is used in the determination of total category demand. The method is illustrated in panel data for a frequently bought supermarket category.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce|
|Journal or Publication Title:||JOURNAL OF THE MARKET RESEARCH SOCIETY|
|Publisher:||MARKET RESEARCH SOCIETY|
|Official Date:||October 1998|
|Number of Pages:||12|
|Page Range:||pp. 295-306|
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