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Home→The Westburn Dictionary of Marketing→B→brand preference

brand preference

Definition:
The consumer's inclination to select or choose a specific BRAND of product in preference to any other having a similar composition and cost/performance characteristics. The strength of brand preference is implicit in the classification of convenience shopping and specialty goods which are broadly equivalent to weak, moderate and strong brand preference and may usefully be thought of as the degree to which the consumer is prepared to accept substitutes for his original preference. The creation and maintenance of brand preference is central to the whole area of consumer marketing particularly in oligopolistic markets where a few major suppliers are competing directly with one another with largely undifferentiated physical products.

Cross-References:
[brand]

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© 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].