A Programming Model of Consumer Choice Among Multi-Attributed Brands

A linear compensatory model of consumer choice among multi-attributed brands is developed as a simple linear assignment model. The basic inputs needed for this procedure are the individual preference rankings of the brands on each attribute scale. An overall ranking of the brands is obtained from this model. The procedure is illustrated with an example and some preliminary empirical results. Models of consumer choices can focus on characteristics of the choice objects or characteristics of the consumer. In the former case the objects are analyzed in terms of certain basic features often called attributes--whose juxtaposition in a particular product is seen as the basis of choice. Preference is thus defined on individual attributes; while choice is effected on the objects.