Internal analysis of market structure: Recent developments and future prospects
- Cite this article as:
- Elrod, T. Market Lett (1991) 2: 253. doi:10.1007/BF00554130
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The predominant paradigm in marketing for explaining buyer choice behavior is that choices reflect buyer evaluations of the attributes possessed by alternatives. Internal market structure analysis seeks to recover the attributes, and the buyer evaluations of those attributes, that govern brand choices. This essay briefly reviews some of the most recent developments in internal market structure analysis and discusses prospects for further work.