An Investigation into the Order of the Brand Choice Process

Frank M. Bass, Moshe M. Givon, Manohar U. Kalwani, David Reibstein and Gordon P. Wright
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Frank M. Bass: The University of Texas at Dallas
Moshe M. Givon: Tel Aviv University
Manohar U. Kalwani: Purdue University
David Reibstein: University of Pennsylvania
Gordon P. Wright: Purdue University

Marketing Science, 1984, vol. 3, issue 4, 267-287

Abstract: This paper investigates the order of the brand choice process at the individual family level using a variety of tests: , likelihood ratio, binomial runs, and multinomial runs tests. The test of stationarity developed permits separate analyses for stationary and nonstationary purchase sequences. Our analyses indicate that the purchase sequences of a majority of stationary consumers are consistent with the zero-order assumption. This result is observed for all the nine frequently-bought packaged goods studied with the use of panel data and for a product category (soft drinks) using experimental data.

Keywords: stochastic; brand; choice-order; of; the; process (search for similar items in EconPapers)
Date: 1984
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:3:y:1984:i:4:p:267-287

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