Modeling Consumer Choice among SKUs
- 1 November 1996
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 33 (4) , 442
- https://doi.org/10.2307/3152215
Abstract
Most choice models in marketing implicitly assume that the fundamental unit of analysis is the brand. In reality, however, many more of the decisions made by co...Keywords
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