9781332268313 - A Logit Model of Brand Choice Calibrated on Scanner Data (Classic Reprint) de Guadagni, Peter M. (4 resultados)

PAP. Condición: New. New Book. Shipped from UK. Established seller since 2000.

PAP. Condición: New. New Book. Shipped from UK. Established seller since 2000.

Paperback. Condición: New. Print on Demand. This book presents statistical methods for modeling consumer choices, specifically through a multinomial logit model. Drawing from marketing data and scanner-collected panel data, the author expertly calibrates his model around the real world purchasing habits of 100 households in Kansas City over the course of a year. The model ultimately predicts market share, which can be useful for manufacturers and retailers alike. A fascinating insight from this research is that a group of loyal customers tend to be rather insensitive to marketing efforts, whereas a pool of "switchers" are quite responsive to price changes and promotions. The author suggests that high-share brands often have larger pools of loyal customers while low-share brands depend more on switchers. This book is well-suited for professionals in marketing and retail and provides valuable insights into customer behavior. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item.

Condición: New. KlappentextrnrnExcerpt from A Logit Model of Brand Choice Calibrated on Scanner DataOpportunities for building and testing models of customer behavior. In particular, data now being collected by optical scanning of the Universal Product .