Modelling the Complex Choices of a Business Purchase
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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.
Proceedings of the 2010 ANZMAC Conference
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Marketing Management (incl. Strategy and Customer Relations)
Marketing Research Methodology