A Logit Model of Brand Choice Calibrated on Scanner Data
Abstract
A multinomial logit model of brand choice, calibrated on 32 weeks of purchases of regular ground coffee by 100 households, shows high statistical signficance for the explanatory variables of brand loyalty, size loyalty, presence/absence of store promotion, regular shelf price and promotional price cut. The model is parsimonious in that the coefficients of these variables are modeled to be the same for all coffee brand-sizes. The calibrated model...
Paper Details
Title
A Logit Model of Brand Choice Calibrated on Scanner Data
Published Date
Aug 1, 1983
Journal
Volume
2
Issue
3
Pages
203 - 238
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