TITLE

VARIETY SEEKING THROUGH BRAND SWITCHING

AUTHOR(S)
Givon, Moshe
PUB. DATE
January 1984
SOURCE
Marketing Science;Winter84, Vol. 3 Issue 1, p1
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
4473695

 

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