Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach
Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach
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品牌选择、购买率和细分：综合建模方法
DOI：
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发表时间：
1992
期刊：
影响因子：
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通讯作者：
Sunil Gupta
中科院分区：
文献类型：
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作者：
R. Bucklin;Sunil Gupta
作者开发了一种基于消费者对品牌选择和类别购买发生率这两个营销变量的反应的市场细分方法。该方法揭示了细分以及每个细分的选择和发病率响应的性质。品牌的选择和购买的发病率决定建模在细分市场层面的非聚集多项logit和嵌套logit模型，细分市场的规模估计同时与选择和发病概率。家庭被分配到段使用他们的后验概率段成员的基础上，他们的购买历史。因此，该程序允许对每个响应段的人口统计、购买行为和品牌偏好特征进行分析。作者说明了他们的方法与扫描仪面板数据的液体洗衣粉类，并发现细分的价格和促销敏感性的品牌选择和类别购买的发生率。结果表明，许多家庭的价格和促销的基础上切换品牌也不加快他们的类别购买和家庭加速购买不一定切换品牌。
The authors develop an approach to market segmentation based on consumer response to marketing variables in both brand choice and category purchase incidence. The approach reveals segmentation as well as the nature of choice and incidence response for each segment. Brand choice and purchase incidence decisions are modeled at the segment level with the disaggregate multinomial logit and nested logit models; segment sizes are estimated simultaneously with the choice and incidence probabilities. Households are assigned to segments by using their posterior probabilities of segment membership based on their purchase histories. The procedure thereby permits an analysis of the demographic, purchase behavior, and brand preference characteristics of each response segment. The authors illustrate their approach with scanner panel data on the liquid laundry detergent category and find segmentation in price and promotion sensitivity for both brand choice and category purchase incidence. The results suggest that many households that switch brands on the basis of price and promotion do not also accelerate their category purchases and that households that accelerate purchases do not necessarily switch brands.