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1. Introduction
2. Overview of the study
3. Contents
4. Consumers purchase more than one product
5. The need for variety - explanations
6. Discrete choice model
7. Desirable utility model
8. Model of product offering
9. Utility specification
10. The shape of the utility function
11. Satiation parameters
12. Displacement parameters
13. Likelihood function - Kuhn-Tucker conditions
14. Likelihood function - summary
15. Data - yogurt category
16. Frequency of corner and interior solutions
17. Estimation (1)
18. Estimation (2)
19. Estimates of common parameters
20. Heterogeneity
21. Policy experiment
22. Compensating value
23. Implications for pricing policy
24. Model extension
25. Model of product characteristics
26. Utility specification - characteristic level
27. Salty snack category data
28. Data Collection
29. Estimation: heterogeneity
30. Results: characteristics parameter estimates
31. Elasticity of demand to characteristics
32. Conclusions
33. Applications of the proposed models for variety
34. Bibliography

Topics Covered

• Issue of multi-item buying behavior in scanner-panel data
• Preference and satiation in consumer behavior
• Economic theory for multiple-discreteness and challenges in model building
• How to build models at product offering level
• How to build models at product characteristic level
• Application of models to marketing decision
• Discussion on future direction for model extension

Links

Series:

• Bayesian Analysis in Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 27, 2010