search query: @author Yang, S. / total: 6
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| Author: | Allenby, G.M. Yang, S. |
| Title: | A model for observation, structural and household heterogenity in panel data |
| Journal: | Marketing Letters
2000 : MAY, VOL. 11:2, p. 137-149 |
| Index terms: | Consumer behaviour Marketing Models |
| Language: | eng |
| Abstract: | Standard methods of understanding customer behaviour in marketing allow for differences in sensitivity across consumers, but often assume that the sensitivity of a particular individual is fixed through time. Both the importance of variables and the manner that they are combined to form an overall measure of value for an offer, can change. In this paper the authors propose an approach of modeling a customer's purchase history that allows identification of when these aspects of customer behavior are likely to change. |
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