“a Multicategory Model of Consumers’ Purchase Incidence, Quantity, and Brand Choice”

GUELLILI Safia Article critique Journal of trade Re attempt (JMR): Vol. 49, No. 4, pp. 435-451 A Multi household Model of Consumers Purchase Incidence, Quantity, and differentiate Choice Decisions: Methodological Issues and Implications on Promotional Decisions Published the 8/1/2012 Author: NITIN MEHTA AND YU MA Nitin Mehta is blood brother Professor of marketing in the Rotman School of Management at the University of Toronto. He authentic his PhD from Carnegie Mellon University. His investigate interests are econometric printing in the areas of consumers search behavior, behavioral phenomena (memory, confirmatory bias) on defacement survival of the fittests, and consumers brand choice/ secure incidence/ meter decisions for hotshot/multiple product categories. Yu Ma is jock Professor of Marketing in the School of billet at the University of Alberta. He received his PhD in Marketing from uppercase University in St. Louis. His current query interests include multicategory choice modeling, solid food marketing, and warranties and profit contracts. The authors propose a multicategory model of consumers purchase incidence, quantity, and brand choice decisions.

The model spec allows for cross-category promotion effects in both(prenominal) components of the primary demand (incidence and quantity decisions) and uses a flexible operating(a) form of consumers utility to accurately measure those cross-category effects. To demonstrate the importance of the methodology, the authors investigate two issues of relevancy to retailers, namely, how retailers should allocate promotional expenditures crosswise brands in a category and coordinate timing of promotions of brands across categories. The authors estimate the proposed model apply consumers purchases in pasta stock and pasta categories. The results reveal that using restrictive functional forms of utilities or ignoring cross-category effects in incidence and quantity decisions leads to incorrect assessments on relative allocation of promotional...If you require to get a bear essay, order it on our website: Ordercustompaper.com

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