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Merkkeuze bij consumenten

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  • B. Wierenga

Abstract

Bij iedere aankoop van een produkt waarvan meer dan één merk wordt aangeboden, moet de consument een keuze doen uit de beschikbare merken. Welk merk wordt gekozen is afhankelijk van: eerder gekochte merken, de winkel waarin wordt gekocht en marketing variabelen zoals prijs en reclame. De invloed van eerder gekochte merken kan worden weergegeven door merkkeuzemodellen, waarvan er in het artikel enkele worden besproken. Deze modellen worden vervolgens toegepast op empirische gegevens. Hierdoor wordt inzicht verkregen in de aard van het merkkeuzeproces. Voor dezelfde empirische gegevens wordt ook de invloed op de merkkeuze onderzocht van winkelkeuze en marketing variabelen.

Suggested Citation

  • B. Wierenga, 1976. "Merkkeuze bij consumenten," Statistica Neerlandica, Netherlands Society for Statistics and Operations Research, vol. 30(2), pages 73-92, June.
    • Handle: RePEc:bla:stanee:v:30:y:1976:i:2:p:73-92
    DOI: 10.1111/j.1467-9574.1976.tb00267.x
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