A Composite Heterogeneous Model for Brand Choice Behavior

J. Morgan Jones
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J. Morgan Jones: University of California, Los Angeles

Management Science, 1973, vol. 19, issue 5, 499-509

Abstract: This paper proposes a new, more general model of consumer brand choice behavior. The model is a composite of the Bernoulli, Markov, and Linear Learning Models, all of which have previously been proposed to represent brand choice behavior. The properties of the model are explored, and a parameter estimation technique is developed. A special case of the model is developed for situations in which insufficient data are available to estimate the parameters of the complete model.

Date: 1973
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:19:y:1973:i:5:p:499-509

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