“a Multicategory Model of Consumers’ Purchase Incidence, Quantity, and Brand Choice”

GUELLILI Safia Article critique Journal of Marketing Research (JMR): Vol. 49, no. 4, pp. 435-451 A Multicategory Model of Consumers Purchase Incidence, Quantity, and Brand Choice Decisions: methodological Issues and Implications on Promotional Decisions Published the 8/1/2012 power: NITIN MEHTA AND YU MA Nitin Mehta is brother Professor of Marketing in the Rotman train of Management at the University of Toronto. He received his PhD from Carnegie Mellon University. His research interests be econometric stamp in the areas of consumers search behavior, behavioral phenomena (memory, confirmatory bias) on fault survival of the fittests, and consumers brand choice/purchase incidence/measure decisions for single/ ternary product categories. Yu Ma is jock Professor of Marketing in the School of Business at the University of Alberta. He received his PhD in Marketing from Washington University in St. Louis. His current research interests admit multicategory choice stumpering , food marketing, and warranties and profit contracts. The authors propose a multicategory model of consumers purchase incidence, quantity, and brand choice decisions.

The model specification allows for cross-category progress effects in both(prenominal) components of the primary demand (incidence and quantity decisions) and uses a flexible operational form of consumers utility to accurately streak those cross-category effects. To demonstrate the vastness of the methodology, the authors investigate two issues of relevance to retailers, namely, how retailers should divvy up promotional expenditures crossways brands in a category and consecrate timing of promotions of brands across categories. The authors estimate the propose! d model using consumers purchases in pasta behave and pasta categories. The results reveal that using restrictive functional forms of utilities or ignoring cross-category effects in incidence and quantity decisions leads to incorrect assessments on relative allocation of promotional...If you want to subscribe to a rise essay, order it on our website: OrderEssay.net

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