Abstract
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 language | English |
|---|---|
| Title of host publication | ANZMAC 2010 |
| Subtitle of host publication | proceedings : doing more with less |
| Editors | Paul Ballantine, Jörg Finsterwalder |
| Place of Publication | Christchurch, New Zealand |
| Publisher | University of Canterbury |
| Number of pages | 8 |
| ISBN (Print) | 9780473178208 |
| Publication status | Published - 2010 |
| Event | Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2010) |
|---|---|
| City | Christchurch, New Zealand |
| Period | 29/11/10 → 1/12/10 |
Keywords
- choice modelling
- consumer behaviour
- franchising