Modelling the complex choices of a business purchase

Owen Wright, Hume Winzar

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


In this paper, a choice modelling approach is used to consider attributes of a pre-purchase behaviour when purchasing a business (franchise outlet). Choice modelling methods are consistent with consumer theory, and focus on an attribute‐based determination of value. However, choice modelling can place a severe cognitive burden upon respondents and induce satisficing rather than maximising behavioural patterns. In this framework, a choice model utilising best-worst scaling is evaluated to ascertain the benefits for potential purchasers and vendors. Findings indicate limited capacity for potential investors to rationalise the choices presented.
Original languageEnglish
Title of host publicationANZMAC 2010
Subtitle of host publicationproceedings : doing more with less
EditorsPaul Ballantine, Jörg Finsterwalder
Place of PublicationChristchurch, New Zealand
PublisherUniversity of Canterbury
Number of pages8
ISBN (Print)9780473178208
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand
Duration: 29 Nov 20101 Dec 2010


ConferenceAustralian and New Zealand Marketing Academy Conference (2010)
CityChristchurch, New Zealand


  • choice modelling
  • consumer behaviour
  • franchising


Dive into the research topics of 'Modelling the complex choices of a business purchase'. Together they form a unique fingerprint.

Cite this