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A behavior analytical interpretation of consumer brand choice is proposed. The brands studied are of fast-moving consumer goods (FMCG) which are functionally substitutable but differentiated by marketing activity ('branding'). If functional equivalence was the sole basis of brand...

The marketing literature generally supports the view that price elasticity varies from product/brand to product/brand, influential work by Ehrenberg and England (1990) suggests that elasticities show little variation even when prices themselves are changing. The paper reports an investigation of...

Decomposing price elasticity suggests that the major impact of promotions is on brand switching rather than increased consumption. Consumers may also buy smaller quantities of more expensive brands when compared to cheaper ones (inter-brand elasticity). Using panel data for the purchases of 80...

Various researchers have reported that in routine grocery shopping the quantity consumers buy varies little across shopping occasions. Even in the presence of promotions, the largest part of promotional sales peaks has been attributed to brand switching. Recent investigations, however, indicated...