Article ID: | iaor199365 |
Country: | United States |
Volume: | 10 |
Issue: | 2 |
Start Page Number: | 172 |
End Page Number: | 183 |
Publication Date: | Mar 1991 |
Journal: | Marketing Science |
Authors: | Krishnamurthi Lakshman, Raj S.P. |
Keywords: | economics, statistics: empirical, agriculture & food |
This empirical paper explores the relationship between consumer brand preference or loyal and price elasticity in purchase behavior. This behavior is conceptualized as resulting from two distinct but related decisions, namely a brand choice decision and a purchase quantity decision. The authors argue that loyal consumers will be