haku: @author Chintagunta, P. / yhteensä: 15
viite: 7 / 15
| Tekijä: | Gupta, S. Chintagunta, P. Wittink, D. |
| Otsikko: | Household heterogeneity and state dependence in a model of purchase strings: empirical results and managerial implications |
| Lehti: | International Journal of Research in Marketing
1997 : OCT, VOL. 14:4, p. 341-358 |
| Asiasana: | RESEARCH HEDGING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | The problem of separating the effects of household heterogeneity from state dependence in brand choice models is important from a theoretical as well as a managerial perspective. To address this problem the authors propose a choice model that treats a household's string of purchases as the unit of analysis, in contrast with conventional models of individual purchases. The authors' formulation accounts for unobserved household heterogeneity in preferences and in responsiveness to marketing variables, as well as Markovian state dependence. |
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