Limitations and future research directions
This research has hopefully contributed to explaining the process of brand choice by the consumer. Certain limitations must also be, however, recognised. First, it is limited by the type of models that were used. The conclusions drawn from these models are not autonomous: results are always offered as comparisons or taking one of the alternatives of the dependent variable as a benchmark. This greatly hinders the interpretation of the results and the resulting implications. Secondly, price elasticity has not been estimated. This would unquestionably have added accuracy and rigour to the study. Thirdly, there are other variables that have some influence on consumers' purchase behaviour. Rather than attempting to be comprehensive, this study sets out to establish a series of variables and to encourage the development of further related work