A Probabilistic Choice Model for Market Segmentation and Elasticity Structure

1989 ◽  
Vol 26 (4) ◽  
pp. 379-390 ◽  
Author(s):  
Wagner A. Kamakura ◽  
Gary J. Russell
Keyword(s):  
Market Structure ◽  
Choice Model ◽  
Product Category ◽  
Switching Behavior ◽  
Brand Preference ◽  
Probabilistic Choice ◽  
National Brands ◽  
Brand Switching ◽  
Marketing Variables

Marketing scholars commonly characterize market structure by studying the patterns of substitution implied by brand switching. Though the approach is useful, it typically ignores the destabilizing role of marketing variables (e.g., price) in switching behavior. The authors propose a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity. The result is a unified description of market structure that links the pattern of brand switching to the magnitudes of own- and cross-price elasticities. The approach is applied in a study of competition between national brands and private labels in one product category.

Factors Influencing Brand Switching Behavior: Role Of Variety Seeking Need As Moderator Variable

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
SHEILA FEBIASTUTI ◽  
ALISA TRI NAWARINI
Keyword(s):  
Data Analysis ◽  
Product Category ◽  
Positive Influence ◽  
Switching Behavior ◽  
Interval Estimate ◽  
Marketing Manager ◽  
Variety Seeking ◽  
Brand Switching ◽  
Perceived Price

The aims of research were to analyze the effect of dissatisfaction as well as characteristic ofproduct category on brand switching, to analyze the moderating role of variety seeking needon the causal relationship between dissatisfaction as well as characteristic of productcategory and brand switching, and so to analyze the direct effect of perceived price as wellas competitors’ promotion on brand switching. Type of this research uses survey. Populationof this research was all customers of smartphone in Purbalingga who ever use the Samsungbrand and they switch to another brand of smartphone product which the number isuncertainty. Sampling technique of this study used interval estimate technique and theopinion by Hair et al., so it could be determined that sample size within study was 150respondents. Furthermore, technique data analysis of this study used Structural EquationModel (SEM) analysis. Based on the result of data analysis, it could be concluded thatdissatisfaction as well as characteristics of product category has a positive influence onbrand switching, need of variety seeking no moderates the influence of dissatisfaction aswell as characteristics of product category on brand switching, and perceived price toanother brand as well as competitors’ promotion has a positive influence on brand switching.Refers to these conclusions, it could be implied that in order to minimize its customers’brand switching behavior, marketing manager of Samsung smartphone products needs tomake priority on marketing policy to address the customer dissatisfaction, characteristic ofproduct category, need of variety seeking, perceived price and competitors’ promotionpolicies. The ways can be done by decrease the several risks are faced by Samsungsmartphone users and always to follow up the customers’ complaints related to theproblems or error of the Samsung smartphone product quickly and accurately, create thespecific products of smartphone which cannot be imitated by competitors, apply the productdiversification strategy through modifying existing products or adding the new product basedon price levels and target market segmentation, make the various technological innovationsto improve the quality and usefulness of smartphone products in accordance with thechanging needs, desires and consumers’ preferences, set price of Samsung smartphoneproducts that are cheaper than price of competitors’ smartphone products with still maintainthe quality and benefits of Samsung smartphone products, and build the brand image of“SAMSUNG”, and always maintain and strengthen the quality of long-term marketingrelationships with its customers to keep them from being influenced by the promotionalprograms of competitors’ product or brand.

scholarly journals Mice tune out not in: Violation of prediction drives auditory saliency

2019 ◽  
Author(s):  
Meike M. Rogalla ◽  
Inga Rauser ◽  
Karsten Schulze ◽  
Lasse Osterhagen ◽  
K Jannis Hildebrandt
Keyword(s):  
Auditory Processing ◽  
Choice Model ◽  
Short Term ◽  
Probabilistic Choice ◽  
Auditory Detection ◽  
Irrelevant Distractors ◽  
Serial Correlations ◽  
Low Probability ◽  
Psychophysical Studies

SummarySuccessful navigation in complex acoustic scenes requires focusing on relevant sounds while ignoring irrelevant distractors. It has been argued that the ability to track stimulus statistics and generate predictions supports the choice what to attend and what to ignore. However, the role of these predictions about future auditory events in drafting decisions remains elusive. While most psychophysical studies in humans indicate that expected stimuli serve as implicit cues attracting attention, most work studying physiological auditory processing in animals highlights the detection of unexpected, surprising stimuli. Here, we tested whether in the mouse, target probability is used as an implicit cue attracting attention or whether detection is biased towards low-probability deviants using an auditory detection task. We implemented a probabilistic choice model to investigate whether a possible dependence on stimulus statistics arises from short term serial correlations or from integration over longer periods. Our results demonstrate that target detectability in mice decreases with increasing probability, contrary to humans. We suggest that mice indeed track probability over a time scale of at least several minutes but do not use this information in the same way as humans do: instead of maximizing reward by focusing on high-probability targets, the saliency of a target is determined by surprise.

Why Switch? Product Category–Level Explanations for True Variety-Seeking Behavior

1996 ◽  
Vol 33 (3) ◽  
pp. 281-292 ◽  
Author(s):  
Hans C. M. Van Trijp ◽  
Wayne D. Hoyer ◽  
J. Jeffrey Inman
Keyword(s):  
Field Study ◽  
Individual Difference ◽  
Choice Behavior ◽  
Product Category ◽  
Switching Behavior ◽  
Variety Seeking ◽  
Brand Switching ◽  
Seeking Behavior ◽  
Key Issues ◽  
The Individual

The authors address two key issues that have received inadequate attention in the choice behavior literature on variety seeking. First, they explicitly separate true variety-seeking behavior (i.e., intrinsically motivated) from derived varied behavior (i.e., extrinsically motivated). Second, they hypothesize variety-seeking behavior to be a function of the individual difference characteristic of need for variety and product category–level characteristics that interact to determine the situations in which variety seeking is more likely to occur relative to repeat purchasing and derived varied behavior. The authors test their hypotheses in a field study of Dutch consumers, which assesses both the intensity of brand switching and the underlying motives for their switching behavior. Results support the importance of isolating variety switches from derived switches and of considering product category–level factors as an explanation for the occurrence of variety-seeking behavior.

Implications for Asymmetry, Nonproportionality, and Heterogeneity in Brand Switching from Piece-wise Exponential Mixture Hazard Models

1995 ◽  
Vol 32 (4) ◽  
pp. 457-462 ◽  
Author(s):  
Michel Wedel ◽  
Wagner A. Kamakura ◽  
Wayne S. Desarbo ◽  
Frenkel Ter Hofstede
Keyword(s):  
Switching Behavior ◽  
Hazard Models ◽  
Buying Behavior ◽  
Brand Switching ◽  
Exponential Mixture ◽  
Scanner Panel Data ◽  
Marketing Variables ◽  
Scanner Panel ◽  
Over Time ◽  
Better Than

The authors develop a class of mixtures of piece-wise exponential hazard models for the analysis of brand switching behavior. The models enable the effects of marketing variables to change nonproportionally over time and can, simultaneously, be used to identify segments among which switching and repeat buying behavior differ. Several forms of asymmetry in brand switching are accommodated. The authors provide an application to the analysis of scanner panel data on ketchup, which illustrates the implications for asymmetry, nonproportionality, and heterogeneity. The results show that the model predicts purchases and purchase timing in holdout data better than the models proposed by Kamakura and Russell (1989) and Vilcassim and Jain (1991).

scholarly journals PENGARUH KETIDAKPUASAN KONSUMEN, KARAKTERISTIK KATEGORI PRODUK, DAN KEBUTUHAN MENCARI VARIASI TERHADAP KEPUTUSAN PERPINDAHAN MEREK

2010 ◽  
Vol 6 (2) ◽  
Author(s):  
Wiwik Retnaningsih
Keyword(s):  
Brand Loyalty ◽  
Product Category ◽  
Switching Behavior ◽  
Future Research ◽  
Variety Seeking ◽  
Customer Interaction ◽  
Brand Switching ◽  
Alternative Perspective ◽  
Customer Dissatisfaction ◽  
The Impact

The objective of this study is to examine the partial and simultaneous effects of customer dissatisfaction, characteristics of product category, and variety-seeking needs on brand switching behavior. This study has tested the impact of the variety-seeking needs as a moderating variable on brand switching behavior and provided an alternative perspective on the concept of consumers’ brand loyalty. The brand switching approach can be very helpful in resolving problem and decision making related to brand loyalty reinforcement. The results show two important findings. Firstly, the customer dissatisfaction and variety-seeking needs were significantly related to brand switching behavior, but the impact of characteristics of product category itself on brand switching behavior was not significant. Secondly, the variety-seeking needs moderated the effects of customer dissatisfaction and characteristics of product category on brand switching behaviors. Some implication for future research are identified, including the choice of products as research objects, dissatisfaction constructs, and the importance of inter-customer interaction issues. Keyword :       brand switching, customer dissatisfaction, characteristic products, variety-seeking, involvement

scholarly journals Mice tune out not in: violation of prediction drives auditory saliency

2020 ◽  
Vol 287 (1919) ◽  
pp. 20192001
Author(s):  
Meike M. Rogalla ◽  
Inga Rauser ◽  
Karsten Schulze ◽  
Lasse Osterhagen ◽  
K. Jannis Hildebrandt
Keyword(s):  
Auditory Processing ◽  
Choice Model ◽  
Short Term ◽  
Probabilistic Choice ◽  
Auditory Detection ◽  
Irrelevant Distractors ◽  
Serial Correlations ◽  
Low Probability ◽  
Psychophysical Studies

Successful navigation in complex acoustic scenes requires focusing on relevant sounds while ignoring irrelevant distractors. It has been argued that the ability to track stimulus statistics and generate predictions supports the choice of what to attend and what to ignore. However, the role of these predictions about future auditory events in drafting decisions remains elusive. While most psychophysical studies in humans indicate that expected stimuli are more easily detected, most work studying physiological auditory processing in animals highlights the detection of unexpected, surprising stimuli. Here, we tested whether in the mouse, high target probability results in enhanced detectability or whether detection is biased towards low-probability deviants using an auditory detection task. We implemented a probabilistic choice model to investigate whether a possible dependence on stimulus statistics arises from short-term serial correlations or from integration over longer periods. Our results demonstrate that target detectability in mice decreases with increasing probability, contrary to humans. We suggest that mice indeed track probability over a timescale of at least several minutes but do not use this information in the same way as humans do: instead of maximizing reward by focusing on high-probability targets, the saliency of a target is determined by surprise.

THE ROLE OF BRAND LOVE IN POLITICAL BRAND PREFERENCE

2018 ◽  
Vol 2018 ◽  
pp. 1016-1016
Author(s):  
Saikat Banerjee ◽  
◽  
Bibek Ray Chaudhuri
Keyword(s):  
Brand Preference ◽  
Brand Love
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