search query: @indexterm BRAND CHOICE / total: 192
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| Author: | Dillon, W. Gupta, S. |
| Title: | A segment-level model of category volume and brand choice |
| Journal: | Marketing Science
1996 : VOL. 15:1, p. 38-59 |
| Index terms: | MARKETING MODELS BRAND CHOICE |
| Language: | eng |
| Abstract: | It is an everyday marketplace occurrence that brands lose and gain share. However , a brand's sales gain or loss can be attributable to very different factors, and thus understanding the sources of sales gain or loss would seem to be an important aspect of a brand manager's job. The primary purpose of this research is to develop a model that can answer the following questions: (1) What are the sources of gain or loss of a brand's sales due to category volume and brand switching? (2) What consumer and marketing characteristics affect consumers' purchase frequency of the product category and that of different brands? (3) Do all consumers behave similarly? |
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