Abstract
In this study, we explore how the entrance of new international brands affects market dynamics in amarket where national, international and private brands are present. The entire focus of the present research is to understand the phenomena of consumer choice and preference in the backdrop of such a market. We model consumer choice in the context of these different categories of brands by using a multinomial discrete choice model. The estimated model provides us with several diagnostic findings of managerial interest especially with respect to what kinds of product attributes differentially affect choice probabilities of different categories of brands – the international, the national and the private.
| Original language | English |
|---|---|
| Article number | BFjma20121 |
| Pages (from-to) | 3-17 |
| Number of pages | 15 |
| Journal | Journal of Marketing Analytics |
| Volume | 1 |
| Issue number | 1 |
| DOIs | |
| State | Published - 1 Feb 2013 |
Keywords
- Brand categories
- Marketing strategy
- Multinomial logit choice model
- Segmentation
ASJC Scopus subject areas
- Economics, Econometrics and Finance (miscellaneous)
- Strategy and Management
- Statistics, Probability and Uncertainty
- Marketing