Modeling Multiple Category Brand with Household Basket Data Preference
نویسندگان
چکیده
Household basket datu contain important information about the structure of brand preferences both within and across product categories. This research exploits the information in long-run basket .VIMmar-~ dutu to segment consumers with respect to brand preferences. The approach provides insights into the competitive structure of brands within euch product catcgon: and identifies potentiul synergies acm.cs product categories. The model is upplied in an analysis of retailer and national brand numc preferencesforfourpaper goods ccrtegorirs. We discuss implicationsforjoint promotion, product bundling and product assortment decisions.
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