Market order heuristics: The effects of product category duration and volatility on brand preference

2011 ◽  
Author(s):  
Carolyn Garrity ◽  
Dora Schmit ◽  
Ronald Niedrich
Keyword(s):  
Product Category ◽  
Brand Preference ◽  
Market Order

A Probabilistic Choice Model for Market Segmentation and Elasticity Structure

1989 ◽  
Vol 26 (4) ◽  
pp. 379-390 ◽  
Author(s):  
Wagner A. Kamakura ◽  
Gary J. Russell
Keyword(s):  
Market Structure ◽  
Choice Model ◽  
Product Category ◽  
Switching Behavior ◽  
Brand Preference ◽  
Probabilistic Choice ◽  
National Brands ◽  
Brand Switching ◽  
Marketing Variables

Marketing scholars commonly characterize market structure by studying the patterns of substitution implied by brand switching. Though the approach is useful, it typically ignores the destabilizing role of marketing variables (e.g., price) in switching behavior. The authors propose a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity. The result is a unified description of market structure that links the pattern of brand switching to the magnitudes of own- and cross-price elasticities. The approach is applied in a study of competition between national brands and private labels in one product category.

A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility

1994 ◽  
Vol 31 (2) ◽  
pp. 271-288 ◽  
Author(s):  
Chan Su Park ◽  
V. Srinivasan
Keyword(s):  
Brand Equity ◽  
Convergent Validity ◽  
Product Category ◽  
Added Value ◽  
Brand Preference ◽  
Good Reliability ◽  
Attribute Levels ◽  
The Difference ◽  
Definition Of ◽  
Objectively Measured

The authors develop a new survey-based method for measuring and understanding a brand's equity in a product category and evaluating the equity of the brand's extension into a different but related product category. It uses a customer-based definition of brand equity as the added value endowed by the brand to the product as perceived by a consumer. It measures brand equity as the difference between an individual consumer's overall brand preference and his or her brand preference on the basis of objectively measured product attribute levels. To understand the sources of brand equity, the approach divides brand equity into attribute-based and nonattribute-based components. The method provides the market share premium and the price premium attributable to brand equity. The survey-based results from applying the method to the toothpaste and mouthwash categories show that the proposed approach has good reliability, convergent validity, and predictive validity.

scholarly journals The Effect of Reverse Intergenerational Influence on purchase and Brand Equity of Durable Goods

2014 ◽  
Vol 3 (1) ◽  
pp. 326-335
Author(s):  
Swati Ashutosh Kulkarni
Keyword(s):  
Pilot Study ◽  
Durable Goods ◽  
Product Category ◽  
Family Communication Patterns ◽  
Brand Preference ◽  
Air Conditioners ◽  
Socialization Theory ◽  
Intergenerational Influence ◽  
Main Effects ◽  
Brand Consideration

The Intergenerational Influence (IGI) is the transmission of beliefs, perceptions, cognition, attitudes and behaviors from one generation to another. It is a fundamental mechanism by which culture is sustained over time. Its key elements are embedded within socialization theory. Reverse IGI indicates the transmission of beliefs and perception from child to parent. In this study the influences of children on their parent’s decision making for buying durable goods such as cars, mobile phones, laptops, air conditioners, and televisions have been studied. Parents are of age group between 45 and above. The questionnaire was designed and given to 50 respondents for the pilot study.  Based upon the findings of the pilot study, the questionnaire was finalized and has been distributed to respondents in Mumbai area. In Preliminary results of a pilot study, respondents were asked to report on a variety of product category of durable goods and their brands. To test for (reverse) IGI, it is investigated if one party’s brand image perceptions, brand consideration, brand preference and loyalty (behavioral and attitudinal) have a significant influence on the other party’s brand awareness, image, consideration, preference and loyalty. In addition to these main effects, gender (of the child) and family communication patterns are expected to influence (reverse) IGI.  

Impact of Brand Preference Dimensions on Women Satisfaction – A Meta Analysis for Footwear Brands

2012 ◽  
Vol 2 (1) ◽  
pp. 31-34
Author(s):  
Jyoti Indupratap Yadav ◽  
◽  
Dr. V. B. Kodag Dr. V. B. Kodag
Keyword(s):  
Meta Analysis ◽  
Brand Preference

An Exploratory Study on Brand Preference and Factors Influencing the Purchase of Masala Products in Tirupur City

2012 ◽  
Vol 2 (12) ◽  
pp. 64-66
Author(s):  
Dr. S. V. Ramesh Dr. S. V. Ramesh ◽  
◽  
Ponmozhi R Ponmozhi R ◽  
Bharath J. K Bharath J. K
Keyword(s):  
Exploratory Study ◽  
Brand Preference ◽  
Factors Influencing

THE ROLE OF BRAND LOVE IN POLITICAL BRAND PREFERENCE

2018 ◽  
Vol 2018 ◽  
pp. 1016-1016
Author(s):  
Saikat Banerjee ◽  
◽  
Bibek Ray Chaudhuri
Keyword(s):  
Brand Preference ◽  
Brand Love

Investigation Of Over The Counter (Otc ) Pharmaceutical Brands Prefered By New Age Indian Women

2019 ◽  
Vol 118 (4) ◽  
pp. 1-15
Author(s):  
Dr.G. Madhumita ◽  
Dr.G. Rajini ◽  
Dr.B. Subisha
Keyword(s):  
Pharmaceutical Company ◽  
Medical Practitioner ◽  
New Age ◽  
The Other ◽  
Pharmaceutical Companies ◽  
Brand Preference ◽  
Over The Counter ◽  
Indian Women ◽  
Prescription Medicines ◽  
Otc Medicines

The study investigates the preference of OTC Medicines among the pharmaceutical brand.OTC Medicines means medicines lawfully permitted to sell  “Over the Counter”, i.e. devoid of the prescription of a Registered Medical Practitioner. In India, although the expression has no lawful acknowledgment, all the medicines that are not incorporated in the list of ‘prescription only medicines’ are measured as non-prescription medicines (or OTC Medicines).Pharmaceutical over the counter products (OTC) be the medicines which can be sold without prescription. Also termed as “Non Prescription Medicines” discussed by Arti(2010).This article talks about top pharmaceutical company brands Aventis Pharma, GlaxoSmithKline, Surya Pharma, Torrent Pharma,Glenmark,Divis Labs,Biocon, Orchid Chemical, Abbott Indi, Sterling Bio, Alembic Pharma etc, the brand preference of New Age Indian Women. A 736 questionnaire was composed of different age and different New Age Indian Women in around Urban :Chennai ;Semi Urban :Neyveli ; Rural :Soolurpet ;Tirupur. The findings of the study shows that the highest preferred generic brand is balms,  Medicines chosen  for fever is Crocin, Idoex  is most ideal pain blams, volini spray is also most preferred brand, ENO is ideal Antacid brand, Sadiron is another chosen brand for cough and cold, the other brands are Metfal SPS, Johnson, Revital are the other favored brands. The study will be a great instrument for the pharmaceutical companies brands to understand today’s New Age Indian Women.

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