Consumer choice process is that aspect of consumer behaviour, which, if based on intuition can lead to misleading results. Measurement of consumer choice process with the help of choice models makes the results reliable as well as trust worthy. In order to build long-term relationship with consumers, marketers need to understand how consumers actually make their purchase decisions so as to design appropriate marketing programs. If the companies are able to change the mindset of the consumers, that is, if they are able to make the consumers buy their brands, there would be immense chances for...