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Incorporating Responsiveness to Marketing Efforts When Modeling Brand Choice

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Author Info
Fok, D.
Franses, Ph.H.B.F.
Paap, R. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University)

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Abstract

In this paper we put forward a brand choice model which incorporates responsiveness to marketing efforts as a form of structural heterogeneity. We introduce two latent segments of households. The households in the first segment are assumed to respond to marketing efforts while households in the second segment do not do so. Whether a specific household is a member of the first or the second segment at a specific purchase occasion is described by household-specific characteristics and characteristics concerning buying behavior. Households may switch between responsiveness states over time. We compare the in- and out-of-sample performance of our model with various versions of the MNL model. We conclude that, while using the smallest amount of parameters, our model outperforms all MNL variants on forecasting. This, together with the face validity of our parameter results, leads us to believe that incorporating responsiveness seems to be a worthwhile exercise.

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Publisher Info
Paper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2001-47-MKT Revision_Date: 2009-11-06.

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Date of creation: 15 Aug 2001
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Handle: RePEc:dgr:eureri:2001106

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Related research
Keywords: Marketing-instrument effectiveness; structural heterogeneity; state dependence; multinomial logit; mixtures;

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References listed on IDEAS
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  1. Keane, Michael P, 1997. "Modeling Heterogeneity and State Dependence in Consumer Choice Behavior," Journal of Business & Economic Statistics, American Statistical Association, vol. 15(3), pages 310-27, July.
  2. E.K. Berndt & B.H. Hall & R.E. Hall, 1974. "Estimation and Inference in Nonlinear Structural Models," NBER Chapters, in: Annals of Economic and Social Measurement, Volume 3, number 4, pages 103-116 National Bureau of Economic Research, Inc. [Downloadable!]
  3. Jain, Dipak C & Vilcassim, Naufel J & Chintagunta, Pradeep K, 1994. "A Random-Coefficients Logit Brand-Choice Model Applied to Panel Data," Journal of Business & Economic Statistics, American Statistical Association, vol. 12(3), pages 317-28, July.
  4. Allenby, Greg M. & Rossi, Peter E., 1998. "Marketing models of consumer heterogeneity," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 57-78, November. [Downloadable!] (restricted)
  5. Chintagunta, Pradeep K & Prasad, Alok R, 1998. "An Empirical Investigation of the "Dynamic McFadden" Model of Purchase Timing and Brand Choice: Implications for Market Structure," Journal of Business & Economic Statistics, American Statistical Association, vol. 16(1), pages 2-12, January.
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