CalculationBrand preference can be measured by self-reported unaided survey questions such as "what is your favorite type of orange juice?" It can also be tested with user interfaces that ask a customer to pick a product from several competitors. The position of choices may be randomized.
UseUsed to measure the marketing results in areas such as promotion, pricing, customer experience, product improvements and distribution.
ExampleA marketing team discovers that 18% of customers prefer their brand of sparkling mineral water. However, the firm only has 9% market share indicating that the product may not be available where customers shop or that customers find the price too high and substitute an unpreferred brand.
|Overview: Brand Preference|
The percentage of customers who choose a brand for a product category.