CONSUMER DECISION-MAKING: A COMPARATIVE ANALYSIS OF BRAND CHOICES

Abstract

This case paper aims to analyze and understand the factors influencing consumer choices between competing brands across different product categories. The paper examines the brand choices made by consumers in specific pairs of brands, such as Maggi vs. Top Ramen, Tata Tea vs. Red Label, Dove vs. Pears, and so on. It explores the preferences of consumers and the underlying factors that contribute to their decision-making process. The paper discusses the role of choice models and consumer behavior theories in understanding brand preferences and offers insights into marketing strategies that can influence consumer choices.