Consumer choice and preference for brand categories

Sanjoy Ghose, Oded Lowengart

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

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 languageEnglish
Article numberBFjma20121
Pages (from-to)3-17
Number of pages15
JournalJournal of Marketing Analytics
Volume1
Issue number1
DOIs
StatePublished - 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

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