Semiparametric Estimation of Brand Choice Behavior
品牌选择行为的半参数估计
In the marketing literature there does not seem to be a widely accepted answer to the question of whether, when purchasing brands in a given product category, consumers react differently to a reduction in price and an increase in the deal discount. Previous studies that have attempted to address this issue have assumed that prices and deals have a linear effect on a brand's indirect utility. In this article, we estimate the utility of price and discount nonparametrically.…