IDEAS home Printed from https://ideas.repec.org/a/ucp/jnlbus/v72y1999i2p229-56.html
   My bibliography  Save this article

Consumers' Extent of Evaluation in Brand Choice

Author

Listed:
  • Murthi, B P S
  • Srinivasan, Kannan

Abstract

Brand choice models implicitly assume that consumers incorporate all relevant marketing information such as price, display, and feature for key brands on each purchase occasion. The authors examine whether consumers actively evaluate the brands on every occasion. They propose a multistate choice model with varying levels of evaluation and estimate the model with scanner data. In addition, the authors study the effect of household demographics, occasion-specific factors, as well as unmeasured household and purchase occasion factors on the extent of evaluation. The results indicate that consumers do not evaluate brands on all occasions. The authors discuss the implications of such limited evaluation. Copyright 1999 by University of Chicago Press.

Suggested Citation

  • Murthi, B P S & Srinivasan, Kannan, 1999. "Consumers' Extent of Evaluation in Brand Choice," The Journal of Business, University of Chicago Press, vol. 72(2), pages 229-256, April.
    • Handle: RePEc:ucp:jnlbus:v:72:y:1999:i:2:p:229-56
    DOI: 10.1086/209612
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209612
    File Function: full text
    Download Restriction: Access to full text is restricted to JSTOR subscribers. See http://www.jstor.org for details.
    File URL: https://libkey.io/10.1086/209612?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Akhter, Syed H., 2003. "Digital divide and purchase intention: Why demographic psychology matters," Journal of Economic Psychology, Elsevier, vol. 24(3), pages 321-327, June.
    2. Demetrios Vakratsas & Frank M. Bass, 2002. "A segment-level hazard approach to studying household purchase timing decisions," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 17(1), pages 49-59.
    3. Wolf, Marianne McGarry & McVey, Colin M., 2001. "A Profile Of The Generation X Wine Consumer In California," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(1), pages 1-5, March.
    4. Murthi, B.P.S. & Rao, Ram C., 2012. "Price Awareness and Consumers’ Use of Deals in Brand Choice," Journal of Retailing, Elsevier, vol. 88(1), pages 34-46.
    5. Nitin Mehta & Surendra Rajiv & Kannan Srinivasan, 2003. "Price Uncertainty and Consumer Search: A Structural Model of Consideration Set Formation," Marketing Science, INFORMS, vol. 22(1), pages 58-84, June.
    6. Kim, Hye-Young & Lee, Min-Young, 2010. "Emotional loyalty and share of wallet: A contingency approach," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 333-339.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ucp:jnlbus:v:72:y:1999:i:2:p:229-56. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journals Division (email available below). General contact details of provider: https://www.jstor.org/journal/jbusiness .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.