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Bergès-Sennou, Fabian; Hassan, Daniel; Monier-Dilhan, Sylvette; Raynal, Helene. |
We propose to analyze the determinants of consumers' brand decision within a retailer store using a multinomial mixed logit approach. For the consumers' choice, national brands compete with private labels (both me-too product and high quality store brand). We first find that the standard private label (me-too), independently of the price effect, performs better than all national brands in terms of consumers' utility. Second, the high-quality private label does not reach its target yet in term of consumers' acceptance due to a poor product characteristics perception. Last, it appears that households' objective socioeconomic variables (income, education and household size) do not play any role in private label perception, whereas objective consumption... |
Tipo: Conference Paper or Presentation |
Palavras-chave: Brands; Consumers' choice; Mixed logit model; Willingness to pay.; Consumer/Household Economics; D12; L81; Q13. |
Ano: 2007 |
URL: http://purl.umn.edu/9407 |
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