Variety Seeking Through Brand Switching
- 1 February 1984
- journal article
- Published by Institute for Operations Research and the Management Sciences (INFORMS) in Marketing Science
- Vol. 3 (1) , 1-22
- https://doi.org/10.1287/mksc.3.1.1
Abstract
A concept of variety seeking behavior is modeled as a stochastic brand choice model. The model yields a measure of variety seeking for each individual consumer. Panel data for 28 products are analyzed for each household and the possibility of market segmentation by variety seeking behavior is explored.brand choice behavior, variety seeking, segmentationKeywords
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