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| Author: | Ansari, A. Bawa, K. Ghosh, A. |
| Title: | A nested logit model of brand choice incorporating variety-seeking and marketing-mix variables |
| Journal: | Marketing Letters
1995 : JUL, VOL. 6:3, p. 199-210 |
| Index terms: | MARKETING MIX LOGIT MODELS BRAND CHOICE |
| Language: | eng |
| Abstract: | The authors model the effects of variety-seeking and marketing-mix variables on consumers' purchases of coffee using a nested logit model. The authors premise that on any given purchase occasion, the utilities of brands other than the one purchased on the previous occasion may be correlated due to the customer's tendency to seek variety or to avoid variety. This results in a two-level hierarchical model where choice on any purchase occasion is conditioned on the brand purchased on the immediately preceding occasion. |
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