brand choice
Definition:
The decision to select a particular brand of product from the array of all brands with similar composition and cost/ performance characteristics capable of satisfying the consumers' felt need.
Cross-References:
[brand preference]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].