МОДЕЛИРАНЕ НА ПОТРЕБИТЕЛСКИЯ ИЗБОР
CONSUMER CHOICE MODELS
Author(s): Atanas LuizovSubject(s): Economy, Marketing / Advertising
Published by: Бургаски свободен университет
Keywords: brand choice; logit model; stochastic brand choice model; marketing mix Variables
Summary/Abstract: The article reviews the consumer choice models. They are distinctive in focusing on the individual consumer and modeling his choice behavior. This leads to an understanding of how consumer behavior changes when some marketing stimuli are offered. In this article we present presented some brand choice models: stochastic brand choice models, the linear learning model, and logit model incorporating marketing mix variables.
Journal: Годишник на Бургаски свободен университет
- Issue Year: XXXII/2015
- Issue No: 1
- Page Range: 208-212
- Page Count: 5
- Language: Bulgarian