Identifying Substitute and Complementary Relationships Revealed by Consumer Variety Seeking Behavior: September, 1983 (Classic Reprint) - Hardcover

Leigh McAlister

9780656893935: Identifying Substitute and Complementary Relationships Revealed by Consumer Variety Seeking Behavior: September, 1983 (Classic Reprint)

Hardcover

ISBN 10: 0656893931 ISBN 13: 9780656893935

Publisher: Forgotten Books, 2018

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Discover how brands interact when shoppers seek variety.

This study reveals a new method to uncover not just substitutes, but how some drinks complement each other in consumer decision making. It highlights how individual behavior can reveal subtle market relationships that aggregate data miss.

Learn how diet and non-diet soft drinks split into distinct competitive groups, with further subdivision into cola and non-cola forms.
See how some brands act as substitutes within one segment and complements across another, depending on how similar consumers view competing drinks.
Understand why traditional methods may overlook important cross-brand dynamics and how a new approach keeps individual choices intact.
Explore how the technique measures continuous levels of substitutability and complementarity, not just yes/no classifications.

Ideal for researchers and managers exploring product markets where variety seeking shapes brand relationships, this edition offers practical insights for retail displays and strategic planning.

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