Calculation
Brand 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.Use
Used to measure the marketing results in areas such as promotion, pricing, customer experience, product improvements and distribution.Example
A 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 | ||
Type | ||
Definition | The percentage of customers who choose a brand for a product category. | |
Related Concepts | ||
