The University of Southampton
University of Southampton Institutional Repository

An improved, practical model of consumer choice

An improved, practical model of consumer choice
An improved, practical model of consumer choice
This paper describes a framework for understanding and researching brand choice. The underlying model starts from the assumption that purchasers faced with alternative brands will select what in their judgement suits them best. It develops the theory and the mathematics as simply as possible, and goes on to escribe the marketing implications. It explains how to build a working model of the market using Monte Carlo techniques, and how this can be used to test the validity of the basic assumptions and to explore possible marketing strategies. It demonstrates, using real data from an actual study, how to interpret the market model in terms of purchasers’ images of the brands. The paper will be of interest to both qualitative and quantitative researchers.
1470-7853
71-92
Marchant, Len
028a776e-9f3c-49b4-a78e-c1f9642e7a63
Prescott, Phil
cf0adfdd-989b-4f15-9e60-ef85eed817b2
Jackson, Nic
574824d7-6075-4355-976d-caa9862b2609
Marchant, Len
028a776e-9f3c-49b4-a78e-c1f9642e7a63
Prescott, Phil
cf0adfdd-989b-4f15-9e60-ef85eed817b2
Jackson, Nic
574824d7-6075-4355-976d-caa9862b2609

Marchant, Len, Prescott, Phil and Jackson, Nic (2012) An improved, practical model of consumer choice. International Journal of Market Research, 54 (1), 71-92.

Record type: Article

Abstract

This paper describes a framework for understanding and researching brand choice. The underlying model starts from the assumption that purchasers faced with alternative brands will select what in their judgement suits them best. It develops the theory and the mathematics as simply as possible, and goes on to escribe the marketing implications. It explains how to build a working model of the market using Monte Carlo techniques, and how this can be used to test the validity of the basic assumptions and to explore possible marketing strategies. It demonstrates, using real data from an actual study, how to interpret the market model in terms of purchasers’ images of the brands. The paper will be of interest to both qualitative and quantitative researchers.

This record has no associated files available for download.

More information

Published date: 2012
Related URLs:
Organisations: Statistics

Identifiers

Local EPrints ID: 339781
URI: http://eprints.soton.ac.uk/id/eprint/339781
ISSN: 1470-7853
PURE UUID: afd1cc70-40f4-4a26-aed2-16700b8ab72e

Catalogue record

Date deposited: 30 May 2012 13:05
Last modified: 08 Jan 2022 02:55

Export record

Contributors

Author: Len Marchant
Author: Phil Prescott
Author: Nic Jackson

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×