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Variety Seeking Through Brand Switching

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  • Moshe Givon

    (Tel Aviv University)

Abstract

A concept of variety seeking behavior is modeled as a stochastic brand choice model. The model yields a measure of variety seeking for each individual consumer. Panel data for 28 products are analyzed for each household and the possibility of market segmentation by variety seeking behavior is explored.

Suggested Citation

  • Moshe Givon, 1984. "Variety Seeking Through Brand Switching," Marketing Science, INFORMS, vol. 3(1), pages 1-22.
  • Handle: RePEc:inm:ormksc:v:3:y:1984:i:1:p:1-22
    DOI: 10.1287/mksc.3.1.1
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