Manufacturers and retailers alike are keenly
interested in understanding how a whole gamut
of marketing variables, such as price, promotions
and publicity, affect their sales and the market
share of their products. This interest has spawned
myriad studies, each of which sets out to uncover
a behaviour ‘ pattern ’ , that is, a model whereby the
uncertainty surrounding the process of brand
choice is lessened. The work of Guadagni and
Little, 1 who analysed the infl uence of loyalty,