Measuring Consumer Brand Preference

D. I. Padberg, F. E. Walker and K. W. Kepner

American Journal of Agricultural Economics, 1967, vol. 49, issue 3, 723-733

Abstract: A model is presented which quantifies the brand preferences motivating consumer purchases from supermarket displays. This method of studying brand preference uses the supermarket display as a laboratory for conducting controlled experiments. Price, quality of display space, point-of-sale merchandising, and display allocation are controlled to isolate the effect of brand preference upon consumer purchases. Quantitative estimates of the percentage of brand-motivated sales and the proportion of brand-motivated customers with allegiance to each brand are developed. The effect of price differentials upon the brand-preference pattern is also investigated. The model is applied to fluid milk sales through supermarkets in a midwestern metropolitan market.

Date: 1967
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