Measuring Consumer Brand Preference

Publisher Website
Google Scholar
Abstract
A model is presented which quantifies the brand preferences motivating consumer purchases from supermarket displays. This method of studying brand preference uses the supermarket display as a laboratory for conducting controlled experiments. Price, quality of display space, point-of-sale merchandising, and display allocation are controlled to isolate the effect of brand preference upon consumer purchases. Quantitative estimates of the percentage of brand-motivated sales and the proportion of brand-motivated customers with allegiance to each brand are developed. The effect of price differentials upon the brand-preference pattern is also investigated. The model is applied to fluid milk sales through supermarkets in a midwestern metropolitan market.

This publication has 0 references indexed in Scilit: