search query: @author Reisinger, H. / total: 4
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| Author: | Wagner, U. Reisinger, H. Gausterer, K. |
| Title: | Die Bestimmung des Markenwechselverhaltens mit Hilfe von Querschnittsdaten |
| Journal: | Zeitschrift für Betriebswirtschaft
2001 : OCT, VOL. 71:10, p. 1113-1130 |
| Index terms: | Consumer behaviour Brands |
| Language: | ger |
| Abstract: | This article proposes a new method to determine the brand switching behaviour of consumers with the help of cross-sectional data, such as sales figures taken from scanner data of various shops. The formulation of the model is based on well established empirically observed regularities of buying behaviour on markets for frequently purchased consumer goods. Secondly, the authors take advantage of an existing approach that estimates the shares of voters switching between competing political parties by using data from two consecutive elections over a large number of electoral districts (original in German). |
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