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| Author: | Allenby, G. |
| Title: | Marketing models of consumer heterogeneity |
| Journal: | Journal of Econometrics
1999 : MAR/APR, VOL. 89:1-2, p. 57-78 |
| Index terms: | ECONOMETRICS MODELS CONSUMERS |
| Language: | eng |
| Abstract: | The distribution of consumer preferences plays a central role in many marketing activities. Pricing and product design decisions, for example, are based on an understanding of the differences among consumers in price sensitivity and valuation of product attributes. In addition, marketing activities which target specific households require household level parameter estimates. Thus, the modeling of consumer heterogeneity is the central focus of many statistical marketing applications. |
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