Econometric modelling of the consumer’s behaviour in order to develop brand management policies

Assuming that the value of a powerful brand lies in its capacity to decrypt the consumers’ preference and fidelity, we undertake, in the present study, to analyse the important criteria used when selecting a shampoo brand, to outline the profile of such products and to capture the dependence of the endogenous variable (the shampoo brand selected by consumers), on the exogenous variables (Product characteristics, Personal experience, Brand and Price) that the consumer had in view when deciding to purchase an optimum product. This paper, based on multiple regression equations, outlines the direction and intensity of the dependence, using data arising from an opinion poll, covering an 8-year period, carried out on an average population of 8921 individuals. In essence, the present application reveals, an appropriate method for acquiring a higher market share, to its largest extent, the orientation towards consumer and product, price being a subsidiary instrument, specific only to companies trying to maintain themselves in the market. In contrast, a leader, a challenger or a pursuing company should be highly flexible, ready to continuously adapt their brand to the ever-changing consumers’ needs.