Bayesian approach to assess consumers’ brand selection process and identification of brand attributes in a service context

Bayesian approach to assess consumers’ brand selection process and identification of brand... The proliferation of branded products and services within the last decade has made it increasingly difficult for consumers to distinguish and choose amongst various brands. To reduce the complexity when choosing one brand over another, consumers may focus on a small set of a few brands in which they contrast and compare. This study examined the consumer's brand categorization process and brand evaluations using Bayesian statistics. Particular brand attributes within the Evoked Set resulting in a significant influence include the consumers’ confidence in their ability to evaluate speed of service, taste, price, quality and location of the branded restaurants. Consumers placed restaurant brands in their Hold Set due to lack of confidence in evaluating the taste of the products offered, its prices, brand locations and, most likely, not having formed a clear opinion about the brand. For the most part, cognition and confidence predictably predisposed a consumer to place a brand in the Foggy Set . Finally, in the case of Reject Set , lack of confidence in evaluating a brand, dissatisfaction with a brand and a negative intention to eat at a restaurant were significant factors in placing a brand in a consumers’ Reject Set . http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Hospitality Management Elsevier

Bayesian approach to assess consumers’ brand selection process and identification of brand attributes in a service context

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Publisher
Elsevier
Copyright
Copyright © 2009 Elsevier Ltd
ISSN
0278-4319
DOI
10.1016/j.ijhm.2008.03.003
Publisher site
See Article on Publisher Site

Abstract

The proliferation of branded products and services within the last decade has made it increasingly difficult for consumers to distinguish and choose amongst various brands. To reduce the complexity when choosing one brand over another, consumers may focus on a small set of a few brands in which they contrast and compare. This study examined the consumer's brand categorization process and brand evaluations using Bayesian statistics. Particular brand attributes within the Evoked Set resulting in a significant influence include the consumers’ confidence in their ability to evaluate speed of service, taste, price, quality and location of the branded restaurants. Consumers placed restaurant brands in their Hold Set due to lack of confidence in evaluating the taste of the products offered, its prices, brand locations and, most likely, not having formed a clear opinion about the brand. For the most part, cognition and confidence predictably predisposed a consumer to place a brand in the Foggy Set . Finally, in the case of Reject Set , lack of confidence in evaluating a brand, dissatisfaction with a brand and a negative intention to eat at a restaurant were significant factors in placing a brand in a consumers’ Reject Set .

Journal

International Journal of Hospitality ManagementElsevier

Published: Mar 1, 2009

References

  • Customer behavioral intentions for online purchases: An examination of fulfillment method and customer experience level
    Boyer, K.; Hult, G.; Tomas, M.
  • A Bayesian approach to modeling purchase frequency
    Jen, L.; Chou, C.; Allenby, G.
  • Which decision heuristics are used in consideration set formation?
    Laroche, M.; Kim, C.; Matsui, T.
  • Modeling the selection of fast food franchises among Japanese consumers
    Laroche, M.; Takahashi, I.; Kalamas, M.; Teng, L.
  • Brand familiarity and confidence as determinants of purchase intention: an empirical test in a multiple brand context
    Laroche, M.; Kim, C.; Zhou, L.
  • Consumer psychology: categorization, inferences, affect, and persuasion
    Loken, B.

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