Variety Seeking Through Brand Switching
Marketing Science · 1984 · Volume 3 · Issue 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.
Keywords
brand choice behavior, variety seeking, segmentation
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