Modelling the Complex Choices of a Business Purchase

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Title Modelling the Complex Choices of a Business Purchase
Author Wright, Owen; Winzar, Hume
Publication Title Proceedings of the 2010 ANZMAC Conference
Editor Paul Ballantine & Jörg Finsterwalder
Year Published 2010
Place of publication New Zealand
Publisher ANZMAC
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.
Peer Reviewed Yes
Published Yes
Publisher URI http://anzmac2010.org/proceedings/index.html
Copyright Statement Copyright remains with the authors 2010. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference's website or contact the authors.
ISBN 9780473178208
Conference name Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010 - 'Doing More with Less'
Location Christchurch, New Zealand
Date From 2010-11-29
Date To 2010-12-01
URI http://hdl.handle.net/10072/36981
Date Accessioned 2011-02-08
Language en_AU
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations); Marketing Research Methodology
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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