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| Author: | Kalyanam, K. Putler, D. S. |
| Title: | Incorporating Demographic Variables in Brand Choice Models: An Indivisible Alternatives Framework |
| Journal: | Marketing Science
1996 : Vol. 16:2, p. 166-181 |
| Index terms: | BRAND CHOICE DEMOGRAPHY MARKETING MIX |
| Language: | eng |
| Abstract: | Incorporating demographic variables in brand choice models is conceptually appealing and has numerous managerial benefits. Retailers and brand managers can assess geodemocraphic variations in demand and marketing mix response in order to implement micromarketing strategies. For example, a retailer planning to locate a new outlet can get some sense of the differences in demand patterns and price and promotion sensitivities in the new trading area in order to make initial stocking, inventory, pricing, and promotion decisions. |
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