A LOGIT‐MARKOVIAN MODEL OF CONSUMER PURCHASE BEHAVIOR BASED ON EXPLANATORY VARIABLES: EMPIRICAL EVALUATION AND IMPLICATIONS FOR DECISION MAKING*
研究将Logit-马尔可夫多变量品牌选择模型与随机成分结合，用消费者面板数据验证模型，帮助营销经理定义目标市场并评估营销策略效果。
This study describes and empirically evaluates an approach to modeling purchase behavior that integrates a Logit‐Markov‐based multivariate brand‐choice model structure with stochastic components. Using actual market data for a frequently purchased consumer product obtained from a consumer purchase panel survey, the paper highlights some marketing applications of the model. Given its general structure, the model can aid marketing managers in defining and evaluating target market segments and in assessing the impact of alternative marketing strategies.