Discriminant Analysis of Brand Response

Abstract: The goal of this paper is to answer the question of how a product brand can influence the customer’s final decision when buying the product. By analysing market research data, the authors examine the factors that ultimately make a customer decide to buy a product of a particular brand or not to buy a similar product of another brand. Our analysis uses an originally designed application of a nonparametric statistical test that can be used to determine, based on the data analysis, the motivation for a customer’s final decision to buy or not to buy a product of a particular brand. The paper offers a comprehensive procedure for predicting customer behaviour from the comparative analysis of data obtained from market research questioning. This method can also estimate the key factors for a customer to buy or not buy a certain brand.

Key words: data analysis, brand response research, nonparametric statistical test, brand management

JEL codes: M31, M21