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Excerpt from A Logit Model of Brand Choice Calibrated on Scanner Data
Opportunities for building and testing models of customer behavior. In particular, data now being collected by optical scanning of the Universal Product Code (upc) in supermarkets should permit a careful examination of various customer choice models developed in recent years. We shall here use scanner collected panel data on coffee purchases to calibrate a multinomial logit choice model and examine both its scientific quality as a representation of consumer behavior and its potential usefulness for marketing decision - making.
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A Logit Model of Brand Choice Calibrated on Scanner Data (Classic Reprint)
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Paperback. Zustand: New. Print on Demand. This book presents statistical methods for modeling consumer choices, specifically through a multinomial logit model. Drawing from marketing data and scanner-collected panel data, the author expertly calibrates his model around the real world purchasing habits of 100 households in Kansas City over the course of a year. The model ultimately predicts market share, which can be useful for manufacturers and retailers alike. A fascinating insight from this research is that a group of loyal customers tend to be rather insensitive to marketing efforts, whereas a pool of "switchers" are quite responsive to price changes and promotions. The author suggests that high-share brands often have larger pools of loyal customers while low-share brands depend more on switchers. This book is well-suited for professionals in marketing and retail and provides valuable insights into customer behavior. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item. Bestandsnummer des Verkäufers 9781332268313_0
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LOGIT MODEL OF BRAND CHOICE CA
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Zustand: New. KlappentextrnrnExcerpt from A Logit Model of Brand Choice Calibrated on Scanner DataOpportunities for building and testing models of customer behavior. In particular, data now being collected by optical scanning of the Universal Product . Bestandsnummer des Verkäufers 2147940101
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