论文信息 - Relation of Brand Choice to Purchase Frequency

Relation of Brand Choice to Purchase Frequency

Several estimation procedures are outlined for testing the common assumption that the distributions of purchase probabilities for a brand are independent of product class purchase frequency. Empirical data for 15 brands in three product classes were used for testing. The results indicate an important departure from independence for many brands. A frequency dependent Dirichlet distribution is proposed and appears to provide an improved description of how purchase probabilities are related to product class purchase frequency.

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