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| Tekijä: | Baltas, G. |
| Otsikko: | An integrated model of category demand and brand choice |
| Lehti: | Journal of the Market Research Society
1998 : OCT, VOL. 40:4, p. 295-306 |
| Asiasana: | Market research Demand Brands Consumer goods Consumer behaviour Models |
| Vapaa asiasana: | Product choice |
| Kieli: | eng |
| Tiivistelmä: | This paper presents a unified model of brand choice and category demand calibrated at the household level. The framework is grounded in utility theory and incorporates two important consumer decisions: 1. which brands to choose and 2. how much product to buy. A probability model describes brand choice and estimates a summary index of category value that is used in the determination of total category demand. The method is illustrated in panel data for a frequently bought supermarket category. |
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