A Rough-Set Based Approach to Predict Consumers´ Brand Preference

Understanding how certain media types affect consumers´ preference for foreign brands is a major concern for managers of Multinational Corporations to make better media choices in advertising campaigns. However, little research has been conducted to facilitate managers´ decision. A rough set based approach to predict consumers´ preference for foreign and domestic brands in their purchasing decisions is proposed. Using data collected from a large scale survey, a case study is conducted to illustrate the application and advantages of the proposed approach.