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| Author: | Bhadury, J. Eiselt, H. |
| Title: | Brand positioning under lexicographic choice rules |
| Journal: | European Journal of Operational Research
1999 : FEB 16, VOL. 113:1, p. 1-16 |
| Index terms: | OPERATIONAL RESEARCH BRANDS POSITIONING |
| Language: | eng |
| Abstract: | This paper discusses a brand positioning model in which two brands of a product are to be positioned in a price-quality space under a new behavioral assumption. This assumption asserts that customers determine the highest-quality product within their reservation price and purchase it, provided its quality does not fall short of a minimum standard. The model also includes producers' costs that are incurred for delivering a certain quality. |
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