Understanding consumer choice is central to modern marketing,
thought and practice. This volume presents a ground-breaking
approach to the analysis of brand choice which is relevant to both
marketing practice and social science. This unique analysis reveals
the causes of consumer choice that underlie patterns of brand
selection; the role of price and non-price elements of the
marketing mix in influencing brand choice; a novel means of
describing the structure of markets in terms of the combination of
utilitarian and symbolic benefits consumers obtain from their
purchases and a new means of analyzing consumer behaviour in terms
of elasticity of demand.
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