Abstract
Household panel information in developing markets is primarily gathered using the diary mode. It is still a question of whether the reliability of the information collected in this mode is wide enough to be compared with the scanner panel information, which enables researchers to study the effects of marketing variables on brand choice in more developed markets since the mid-1980s. The purpose of this study is to investigate whether it is possible to establish an efficient brand choice model based on diary mode panel data from the Turkish beverage market. Suggesting a method of price data generating, multinomial models of choice are built based on 26,031 purchases of a sample of 1,632 households. The performances of these models are tested on the 6,686 purchases of a randomly selected test sample of 408 households. The results show that relative prices, previous choices, per capita spending, household size, and socioeconomical status are the main determinants of cola choice in Turkey. Employing diary-based consumer panel data, this study is one of the pioneering attempts to integrate the consumption-level data and consumer features toward developing a brand choice model in Turkey.
| Original language | English |
|---|---|
| Pages (from-to) | 101-114 |
| Number of pages | 14 |
| Journal | Journal of Euromarketing |
| Volume | 18 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2009 |
Keywords
- Brand choice model
- Carbonated soft drinks
- Consumer panel
- Diary mode panel data
- Multinomial logit
- Multinomial probit
