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| Author: | Kamakura, W. A. Kim, B.-D. Lee, J. |
| Title: | Modeling preference and structural heterogeneity in consumer choice |
| Journal: | Marketing Science
1996 : VOL. 15:2, p. 152-172 |
| Index terms: | MARKET STRUCTURE BRAND CHOICE HOUSEHOLD ECONOMICS CONSUMER BEHAVIOUR MODELS |
| Language: | eng |
| Abstract: | Consumer heterogeneity is fundamental to the marketing concept, providing the basis for market segmentation, targeting and positioning, and also micro-marketing. Substantial effort has already been devoted to incorporate heterogeneity in brand choice models. However, most of the research in this area has focused on differences in preferences or tastes across consumers. In contrast, limited attention has been given to the possibility that consumers might also differ in the process they follow when making choices. In the paper, an integrated model accounting for these two forms of heterogeneity is developed. A choice model simultaneously identifying consumer segments based on preferences, response to the marketing mix and choice processes is created. Furthermore, the mixture of nested logits allows for violations of the Independent from Irrelevant alternatives property within each segment. |
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