Consumers' Extent of Evaluation in Brand Choice

Brand choice models implicitly assume that consumers incorporate all relevant marketing information such as price, display, and feature for key brands on each purchase occasion. We examine whether consumers actively evaluate the brands on every occasion. We propose a multistate choice model with var...

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Bibliographic Details
Published in:The Journal of business (Chicago, Ill.) Ill.), 1999-04, Vol.72 (2), p.229-256
Main Authors: Murthi, B. P. S., Srinivasan, Kannan
Format: Article
Language:English
Subjects:
Brand loyalty
Brand preferences
Brands
Consumer advertising
Consumer behavior
Consumer behaviour
Consumer preferences
Consumer research
Consumers
Costs
Decision making
Evaluation
Grocery stores
Households
Marketing
Multilevel models
Nonparametric models
Parametric models
Prices
Product choice
Product differentiation
Scanners
Shopping
Studies
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Summary:Brand choice models implicitly assume that consumers incorporate all relevant marketing information such as price, display, and feature for key brands on each purchase occasion. We examine whether consumers actively evaluate the brands on every occasion. We propose a multistate choice model with varying levels of evaluation and estimate the model with scanner data. In addition, we study the effect of household demographics, occasion‐specific factors, as well as unmeasured household and purchase occasion factors on the extent of evaluation. The results indicate that consumers do not evaluate brands on all occasions. We discuss the implications of such limited evaluation.
ISSN:0021-9398
1537-5374
DOI:10.1086/209612