Author Description

Here is the definitive account of consumers' repeat-buying and brand-name decisions. First published in 1971 and long unavailable, this work provides systematic observations that still hold true today. The empirical patterns of buyer behavior and the statistical models describing thesepatterns have not changed in the last 15 years. Consumer choices remain regular and predictable, with the market share of individual brands playing a key role that supersedes external factors such as advertising, pricing and distribution. A new chapter covers the comprehensive theory offered by themore recently developed Dirichlet model. Marketing practitioners, economists and sociologists dealing with the consumer, and students in these areas, will gain tremendous insight into trends of consumer buying.