Understanding consumer choice is central to modern marketing, thought and practice. This volume presents a ground-breaking approach to the analysis of brand choice which is relevant to
both marketing practice and social science. This unique analysis reveals the causes of consumer choice that underlie patterns of brand selection; the role of price and non-price elements
of the marketing mix in influencing brand choice; a novel means of describing the structure of markets in terms of the combination of utilitarian and symbolic benefits consumers obtain
from their purchases and a new means of analyzing consumer behaviour in terms of elasticity of demand.
