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This paper reports the results of an empirical study of household brand choices over four scanner panel data sets. The study uses a random-effects, autocorrelated logistic regression model. The analysis presents evidence that the brand choice process is not zero-order. In addition, the influence of in-store displays and feature advertisements on switching is shown to be about two to three times more effective than estimates obtained from previous studies. Finally, the…

利用逻辑正态回归建模家庭购买行为AI 解读

The successful development of marketing strategies requires the accurate measurement of household preferences and their reaction to variables such as price and advertising. Manufacturers, for example, often offer products at a reduced price for a limited period. One reason for this practice is that it induces households to try the promoted product with the hope of retaining them as permanent customers. The successful implementation of this strategy requires knowledge of the…