Marketing Science 1984

An Investigation into the Order of the Brand Choice Process

Frank M. Bass¹; Moshe Givon²; Manohar U. Kalwani³; David J. Reibstein^4,5; Gordon P. Wright³

¹ The University of Texas at Dallas · ² Tel Aviv University · ³ Purdue University West Lafayette · ⁴ California University of Pennsylvania · ⁵ University of Pennsylvania

Abstract

This paper investigates the order of the brand choice process at the individual family level using a variety of tests: t, likelihood ratio, binomial runs, and multinomial runs tests. The test of stationarity developed permits separate analyses for stationary and nonstationary purchase sequences. Our analyses indicate that the purchase sequences of a majority of stationary consumers are consistent with the zero-order assumption. This result is observed for all the nine frequently-bought packaged goods studied with the use of panel data and for a product category (soft drinks) using experimental data.

DOI

10.1287/mksc.3.4.267

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓