Abstract:
Consumers go through a series of states as they progress from becoming aware of a new
product. category, or product offering, to making a final purchase decision. This paper
presents preliminary results of a study into the relationship between these decision states and
brand choice in the DVD player category. Using a multinomial logit formulation we model
survey responses from 1336 people as a function of consumer decision states indicators,
product features and information channel use.
