Variety Seeking through Brand Switching

Authors
Givon, Moshe
Citation
Givon, Moshe, Variety Seeking through Brand Switching, Marketing science , 3(1), 1984, pp. 1-22
Journal title
Marketing science → ACNP
ISSN journal
07322399
Volume
3
Issue
1
Year of publication
1984
Pages
1 - 22
Database
ACNP
SICI code
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.