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| Author: | Kalwani, M. Yim, C. Sugita, Y. |
| Title: | A Price Expectations Model of Customer Brand Choice |
| Journal: | Journal of Marketing Research
1990 : AUG, VOL.27, p.251-262 |
| Index terms: | BRAND CHOICE CONSUMER BEHAVIOUR RETAIL PRICING |
| Language: | eng |
| Abstract: | A disaggregate brand choice model is developed using customer price expectations as the mediating construct. A two-stage modelling procedure is employed. The first stage determines how expected prices are formed. In the second stage, brand choice is assumed to depend on the brand's retail price and whether or not that price compares favourably with the brand's expected price. The empirical findings are based on an analysis of the scanner-panel data from the coffee market. |
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