Луизов, Атанас2025-03-2820151311-221Xhttp://research.bfu.bg:4000/handle/123456789/1144The article reviews the consumer choice models. They are distinctive in focusing on the individual consumer and modeling his choice behavior. This leads to an understanding of how consumer behavior changes when some marketing stimuli are offered. In this article we present presented some brand choice models: stochastic brand choice models, the linear learning model, and logit model incorporating marketing mix variables.bgbrand choiceogit modelstochastic brand choice modelmarketing mix variablesArticle