Bayesian approach to assess consumers’ brand selection process and identification of brand attributes in a service context

The proliferation of branded products and services within the last decade has made it increasingly difficult for consumers to distinguish and choose amongst various brands. To reduce the complexity when choosing one brand over another, consumers may focus on a small set of a few brands in which they contrast and compare. This study examined the consumer's brand categorization process and brand evaluations using Bayesian statistics. Particular brand attributes within the Evoked Set resulting in a significant influence include the consumers’ confidence in their ability to evaluate speed of service, taste, price, quality and location of the branded restaurants. Consumers placed restaurant brands in their Hold Set due to lack of confidence in evaluating the taste of the products offered, its prices, brand locations and, most likely, not having formed a clear opinion about the brand. For the most part, cognition and confidence predictably predisposed a consumer to place a brand in the Foggy Set. Finally, in the case of Reject Set, lack of confidence in evaluating a brand, dissatisfaction with a brand and a negative intention to eat at a restaurant were significant factors in placing a brand in a consumers’ Reject Set.