Modeling Purchase-Timing and Brand-Switching Behavior Incorporating Explanatory Variables and Unobserved Heterogeneity
Modeling Purchase-Timing and Brand-Switching Behavior Incorporating Explanatory Variables and Unobserved Heterogeneity
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结合解释变量和未观察到的异质性对购买时机和品牌转换行为进行建模
DOI：
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发表时间：
1991
期刊：
影响因子：
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通讯作者：
D. Jain
中科院分区：
文献类型：
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作者：
Naufel J. Vilcassim;D. Jain
作者使用一个连续时间半马尔可夫方法来分析在一个单一的框架中的购买时间和品牌转换的家庭经常购买的产品的决策。该分析提供了更多的洞察家庭购买行为的动态比可以从传统的离散选择模型，如logit或probit。作者发现，不同品牌之间的切换，间隔购买时间的概率分布是不一样的，揭示了额外的信息，购买时间的决策。此外，他们发现，尽管营销组合和家庭人口统计变量解释了品牌转换率的大部分变化，但它们只占重复购买率变化的一小部分。分析的另一个发现是，由于特别展示和降价等促销活动而在品牌之间转换的比率与各种品牌的购买份额相反。
The authors use a continuous-time semi-Markov approach to analyze in a single framework the purchase-timing and brand-switching decisions of households for a frequently purchased product. The analysis provides more insights into the dynamics of household purchase behavior than could be obtained from conventional discrete choice models such as logit or probit. The authors find that the probability distribution of interpurchase times is not the same for various switching between brands, revealing extra information about the purchase-timing decisions. Further, they find that though the marketing mix and household demographic variables explain a large part of the variation in the brand-switching rates, they account for only a small part of the variation in the repeat purchase rates. Another finding from the analysis is that the rates of switching between brands due to promotional activities such as special displays and price reductions are in reverse order to the share of purchases of the various brands.