The Price Consideration Model of Brand Choice
The Price Consideration Model of Brand Choice
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品牌选择的价格考虑模型
DOI：
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发表时间：
2009
期刊：
影响因子：
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通讯作者：
Michael P. Keane
中科院分区：
文献类型：
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作者：
Andrew T. Ching;Tülin Erdem;Michael P. Keane
市场营销中的主力品牌选择模型是多项logit（MNL）和嵌套多项logit（NMNL）。这些模型对品牌份额和购买发生率价格弹性之间的关系进行了严格的限制。在本文中，我们提出了一个新的品牌选择模型，“价格考虑”（PC）模型，允许更多的灵活性，在这种关系。在PC模型中，消费者并不观察每个时期的价格。每周，消费者都会决定是否考虑某个类别。只有这样，他/她才会看价格，决定是否购买以及购买什么。使用扫描仪数据，我们表明PC模型比MNL或NMNL拟合得更好。模拟揭示了原因：PC模型提供了一个非常优越的上级适合互购法术。
The workhorse brand choice models in marketing are the multinomial logit (MNL) and nested multinomial logit (NMNL). These models place strong restrictions on how brand share and purchase incidence price elasticities are related. In this paper, we propose a new model of brand choice, the “price consideration” (PC) model, that allows more flexibility in this relationship. In the PC model, consumers do not observe prices in each period. Every week, a consumer decides whether to consider a category. Only then does he/she look at prices and decide whether and what to buy. Using scanner data, we show the PC model fits much better than MNL or NMNL. Simulations reveal the reason: the PC model provides a vastly superior fit to inter-purchase spells.