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An integrated model of category demand and brand choice
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UNSPECIFIED (1998) An integrated model of category demand and brand choice. JOURNAL OF THE MARKET RESEARCH SOCIETY, 40 (4). pp. 295-306. ISSN 0025-3618
Full text not available from this repository.Abstract
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 |
| ISSN: | 0025-3618 |
| Date: | October 1998 |
| Volume: | 40 |
| Number: | 4 |
| Number of Pages: | 12 |
| Page Range: | pp. 295-306 |
| Publication Status: | Published |
| URI: | http://wrap.warwick.ac.uk/id/eprint/13912 |
Data sourced from Thomson Reuters' Web of Knowledge
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