Brand Inertia in U.S. Household Cheese Consumption
利用ACNielsen家庭调查数据，通过动态效用最大化模型分析美国家庭奶酪购买中的品牌选择，发现品牌惯性很强，尤其切达和切片奶酪在中部和东南部地区更明显。
Abstract To analyze U.S. consumers' brand choices for cheese purchases, we derive a set of discrete‐choice models from dynamic utility maximization. ACNielsen Homescan Survey data on U.S. households is used to estimate a dynamic probit model for each of the top brands for cheddar, shredded, and sliced cheese in four U.S. regions. We find that households have strong brand inertia, a result robust across alternative specifications. Predicted probabilities confirm greater inertia in the top brands and consumers are more likely to switch into them. Brand inertia is relatively larger in cheddar and sliced cheese especially in the Central and Southeast regions.