An Analysis of Multiple Brand Usage
Abstract:
Brand usage within a product category can be very diverse, with most respondents using more than one brand. Although a specific brand may be preferred, respondents may actually use several brands within a short period of time. Usage of specific brands may be occasion-based, or purchase may be stimulated by coupons or other price incentives. In any event, multiple brand usage requires that the marketing researcher know and understand the usage relationships, or at least the combinations of brands used, and the frequency with which such combinations occur.