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| Author: | Baltas, G. |
| Title: | Utility-consistent brand demand systems with endogenous category consumption: principles and marketing applications |
| Journal: | Decision Sciences
2001 : SUMMER, VOL. 32:3, p. 399-421 |
| Index terms: | BRANDS CONSUMER BEHAVIOUR DEMAND MARKETING UTILITY ASSESSMENT |
| Language: | eng |
| Abstract: | This paper introduces the design and implementation of utility-consistent, brand, and category demand systems. It extends formal demand analysis to the area of brand and category demand, which directly concerns marketing researchers and managers. The proposed brand demand system is a set of interrelated demand functions that are derived explicitly from a utility function describing consumer preferences. |
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