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| Tekijä: | Berné, C. (et al.) |
| Otsikko: | The use of a retail store database for brand choice analysis |
| Lehti: | International Review of Retail, Distribution and Consumer Research
2004 : JAN, VOL. 14:1, p. 19-29 |
| Asiasana: | Brand choice Consumer behaviour Data bases Retailing |
| Kieli: | eng |
| Tiivistelmä: | Retailers wishing to make decisions for a single store and have access to the scanner data of all purchases and to the scanner data of customer card-holders may worry about erroneous inferences when using one of the two databases and when using the same models to estimate the effects of their main marketing variables. The questions are: 1) Do the transactions reflected by the customer cards necessarily reflect the usual purchase behaviour of all customers? and 2) do the same customer response models apply equally to regular customers and for the rest of individuals shopping at the store? A brand choice multinational logit model choice is applied for the product category chosen (ground coffee) to answer these questions. |
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