haku: @author Ginter, J. L. / yhteensä: 8
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| Tekijä: | Arora, N. Allenby, G. M. Ginter, J. L. |
| Otsikko: | A hierarchical Bayes model of primary and secondary demand |
| Lehti: | Marketing Science
1998 : VOL. 17:1, p. 29-44 |
| Asiasana: | BRAND LOYALTY DEMAND PRODUCT DESIGN MODELS STATISTICAL METHODS |
| Kieli: | eng |
| Tiivistelmä: | In this study, an individual level model is developed allowing an investigation of both primary and secondary aspects of consumer demand. Unlike models of only primary demand or only secondary demand, this more comprehensive model offers an opportunity to identify changes in product features that will result in the greatest increase in demand. It also offers the opportunity to target consumer segments depending on whether consumers are most likely to enter the market, increase their consumption level, or switch brands. |
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