An Approach for Assessing Demographic and Price Influences on Brand Purchase Behavior
Open Access
- 1 January 1982
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 46 (1) , 36-46
- https://doi.org/10.1177/002224298204600104
Abstract
A new brand choice model that has the capacity to include explanatory variables is described and its use illustrated in an application to a particular brand. In this application, pricing and certain consumer demographics provide an explanation of the purchase behavior for the brand studied. The model provides a good fit to empirical data as well as some important insights for marketing decision making.Keywords
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