Abstract:

The inspiration for this monograph is the belief that consumer choice modelling is the core discipline of consumer marketing research. The simple need of our industry is to be able to predict and to explain the choices that consumers make. The focus of this monograph is on the brand because brand choice is the most difficult to model, depending as it does on overtly emotive criteria for choice. If we can explain and predict brand choice, then non-branded choice such as between product subcategories or product features, follows more easily.