Deviations from Matching in Consumer Choice

Sully Romero, Gordon R. Foxall, Teresa C. Schrezenmaier, Jorge M. Oliveira and Victoria K. James

Chapter 10 in The Behavioral Economics of Brand Choice, 2007, pp 256-289 from Palgrave Macmillan

Abstract: Abstract Consumer researchers have established that most buyers of fast-moving consumer goods such as packed foods practice multi-brand purchasing. Analyses of such products show that most consumers tend to purchase a variety of brands within a product category, selecting among a small “repertoire” of brands rather than being exclusively loyal to a single brand (Ehrenberg, 1988). Research generally shows that in stationary conditions (i.e., the absence of any marked short-term trend in sales) (a) only a few consumers acquire a given brand on consecutive shopping occasions; (b) most consumers buy several different brands, selecting them apparently randomly from a subset or “repertoire” of known, tried and tested brands. At the brand level; (c) each brand attracts only a small percentage of 100%-loyal consumers; (d) brands within a product category tend to differ broadly with respect to their penetration levels but tend to be more similar in terms of their average purchasing frequency; and (e) brands with smaller penetration levels (or market shares) also tend to show smaller average buying frequencies and smaller percentages of 100%-loyal consumers (i.e., the effect known as “Double Jeopardy”). These patterns have been demonstrated for a variety of product categories, from food and drinks to aviation fuel, from personal care products to pharmaceutical prescriptions, for patterns of shopping trips and selection of store chains (Ehrenberg, 1988; Uncles et al., 1995; Goodhardt et al., 1984).

Keywords: Product Category; Variable Ratio; Behavioral Economic; Product Combination; Complementary Product (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1057/9780230596733_10

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