Article Abstract:
An empirical evaluation of the most commonly utilized techniques of incorporating purchase event feedback and heterogeneity in choice models is presented. Each technique was analyzed in terms of forecast accuracy, model fit, estimated market segment stability and estimated marketing mix response variability. The results indicate that preference homogeneity and feedback contribute significantly to forecast accuracy and fit, estimated response parameters vary depending on technique and large segments are more stable in terms of elasticity and preference structures compared to small segments.
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Article Abstract:
The effects of price bundling on consumer evaluations of product offerings are analyzed. A study is presented wherein consumers were offered a particular brand of an automobile and then asked to assessed their satisfaction, probability of recommending and likelihood of buying the same brand in the future. The findings are consistent with mental accounting predictions in a price bundling condition. The implications of the results for marketing policy are discussed.
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Article Abstract:
Durable consumer goods are more likely to be replaced in inverse relation to their condition and age. Research on replacement decisions concerning home appliances shows that what is being measured affects the results and that condition and age factors significantly affect buying decisions. The study was designed to be independent of other replacement decisions and first purchase decisions.
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