Variety Seeking Through Brand Switching

Moshe Givon
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Moshe Givon: Tel Aviv University

Marketing Science, 1984, vol. 3, issue 1, 1-22

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 (search for similar items in EconPapers)
Date: 1984
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:3:y:1984:i:1:p:1-22

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