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Determinants of Individuals’ Brand Choices: Attitudinal and Sensory Interactions

British Food Journal

ISSN: 0007-070X

Article publication date: 1 September 1991

Abstract

Consumer motivation is often quite idiosyncratic in its structure, not just in its position within a response space common to all customers. The sensitivity to sensory and conceptual influences of an individual′s brand choices can be used to measure the strengths and interactions of those influences on that person′s choice in the type of situation tested. Aggregation of the resulting personal response spaces provides greater operationalisation and definition of marketing opportunities than other modelling methods. Examples are given for drinks sweetened with sugar or low‐calorie sweetener.

Keywords

Citation

Booth, D.A. (1991), "Determinants of Individuals’ Brand Choices: Attitudinal and Sensory Interactions", British Food Journal, Vol. 93 No. 9, pp. 17-22. https://doi.org/10.1108/00070709110007431

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited