This model has been estimated for the selected
product category (margarine) using the two
panels explained in a previous section of this
study. Table 4 summarises the results obtained.
As Table 4 shows, the ‘ price ’ variable infl uences
brand choice. Both the national and regional
panels point to price being a signifi cant variable
for each of the brands considered, as well as for
the overall model. Therefore, as proposed in H 1 , it
can be concluded that price plays a part in
explaining brand choice.
Having established the