haku: @author Russell, G. J. / yhteensä: 4
viite: 3 / 4
| Tekijä: | Kamakura, W. A. Russell, G. J. |
| Otsikko: | A probabilistic choice model for market segmentation and elasticity structure. |
| Lehti: | Journal of Marketing Research
1989 : NOV, VOL. 54:4, p.379-390 |
| Asiasana: | MARKET STRUCTURE MARKET SEGMENTATION |
| Kieli: | eng |
| Tiivistelmä: | A flexible choice model is proposed that divides the market into consumer segments differing in both brand preference and price sensitivity. This model is compositional in the sense that it attempts to aggregate households into homogeneous preference segment. This approach is in contrast to recently developed decompositional models which try to identify market structure on the basis of aggregate data.This model provides a conceptual link between the analysis of brand switching and the decomposition of aggregate brand price elasticities. |
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