  Consumer choice modeling takes center stage as we delve into understanding
how personal preferences of decision makers (customers) for products influence
demand at the level of the individual. The contemporary choice theory is built
upon the characteristics of the decision maker, alternatives available for the
choice of the decision maker, the attributes of the available alternatives and
decision rules that the decision maker uses to make a choice. The choice set in
our research is represented by six major brands (products) of laundry
detergents in the Japanese market. We use the panel data of the purchases of 98
households to which we apply the hierarchical probit model, facilitated by a
Markov Chain Monte Carlo simulation (MCMC) in order to evaluate the brand
values of six brands. The applied model also allows us to evaluate the tangible
and intangible brand values. These evaluated metrics help us to assess the
brands based on their tangible and intangible characteristics. Moreover,
consumer choice modeling also provides a framework for assessing the
environmental performance of laundry detergent brands as the model uses the
information on components (physical attributes) of laundry detergents.
