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Measuring Consumer Brand Preference

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  • D. I. Padberg
  • F. E. Walker
  • K. W. Kepner

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.

Suggested Citation

  • D. I. Padberg & F. E. Walker & K. W. Kepner, 1967. "Measuring Consumer Brand Preference," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 49(3), pages 723-733.
    • Handle: RePEc:oup:ajagec:v:49:y:1967:i:3:p:723-733.
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    File URL: http://hdl.handle.net/10.2307/1236904
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    Cited by:

    1. Tomek, William G. & Robinson, Kenneth L., 1977. "PART V. Agricultural Price Analysis and Outlook," AAEA Monographs, Agricultural and Applied Economics Association, number 337217, january.

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