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2020 | Book

Brand Choice and Loyalty

Evidence from Swiss Car Registration Microdata

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About this book

By analyzing a large car registration dataset, Beat Meier shows various aspects of consumer behavior in the context of durable goods. He thereby isolates various influences on purchase decisions, e.g. the brand owned before, the price, and demographic variables. Furthermore, he investigates the short-term effects of tax incentives and reputation shocks on brand choice and brand loyalty. The dataset used is very unique and allows a longitudinal examination of the cars owned by a person. This permits to gain insights on consumer behavior of durable goods that are relatively expensive and bought infrequently.

Table of Contents

Frontmatter
Chapter 1. Introduction
Abstract
Obviously, choices were limited when buying a car 110 years ago. Henry Ford’s famous quote stands at the beginning of a new age, where individual mobility became affordable in the United States through the introduction of mass production. Cars have since become more advanced, more affordable, more complicated, and more capable.
Beat Meier
Chapter 2. Related Literature and Methods
Abstract
Understanding how consumers behave and make decisions has been extensively discussed in the marketing literature. Pessemier (1959) calls this a central problem of marketing management. Consumers do not always behave rationally (Ariely, 2010; Galbraith, 1938; Kahn, 1935).
Beat Meier
Chapter 3. Hypotheses
Abstract
In the following chapter, the hypotheses tested are outlined. They are grouped by six different aspects of brand choice and brand loyalty.
Beat Meier
Chapter 4. Data
Abstract
This chapter contains two sections. The first one describes the general characteristics of the data grouped by data source, whereas the second one gives an in-depth view of the properties of the dataset by providing descriptive statistics and graphics.
Beat Meier
Chapter 5. Results
Abstract
Interpreting the results gained by employing the methods described in section 2.6 on the dataset described in chapter 4 verifies or falsifies the hypotheses developed in chapter 3.
The hypotheses are discussed by topic, as they were developed in the aforementioned chapter. To summarize, a quick overview of the results is presented in section 5.7.
Beat Meier
Chapter 6. Conclusion
Abstract
Several different aspects of brand choice and influences on brand loyalty are shown in this thesis. First and foremost, brand choice is dependent on the brand owned before. This holds in the case of loyalty (i.e. purchasing the same brand as before) as well as in the case of switching to any other brand.
Beat Meier
Backmatter
Metadata
Title
Brand Choice and Loyalty
Author
Beat Meier
Copyright Year
2020
Electronic ISBN
978-3-658-28014-7
Print ISBN
978-3-658-28013-0
DOI
https://doi.org/10.1007/978-3-658-28014-7