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| Author: | Murthi, B. P. S. Srinivasan, K. |
| Title: | Consumers' extent of evaluation in brand choice |
| Journal: | Journal of Business
1999 : APR, VOL. 72:2, p. 229-256 |
| Index terms: | Market research Consumers Brand loyalty USA |
| Freeterms: | Brand preference |
| Language: | eng |
| Abstract: | Models on brand choice implicitly assume that consumers incorporate all relevant marketing information such as price, display, and feature for key brands on each purchase occasion. In this paper, it is examined whether consumers actively evaluate the brands on every occasion. There is proposed a multistate choice model with varying levels of evaluation. The model is estimated with scanner data. In addition, in the paper the effect of household demographics, occasion-specific factors, as well as un-measured household and purchase occasion factors on the extent of evaluation are studied. The results indicate that consumers do not evaluate brands on all occasions. Also, the implications of such limited evaluation are discussed. |
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