Charakterystyka wybranych modeli zachowań konsumentów

• Autorzy: Agnieszka Pleśniak

Warianty tytułu

Description of Selected Consumer Behaviour Models

• Języki publikacji: PL

Abstrakty

Zostały przedstawione wybrane modele, które wiążą preferencje konsumentów z udziałem marki w rynku. (fragment tekstu)

EN

Consumer behaviour is a сотріех phenomenon. It is difficult to соver all aspects of consumer behaviour in one model, so researchers usually concentrate on some of its aspects. Models presented in this article connect brand choice preferences with market share of a brand. NBD - Dirichlet model requires only two parameters to be estimated and covers major aspects of consumer behaviour such as duplication law and double jeopardy. It has been used for many product categories with good results. However, it assumes that the market should not be segmented. Other models, i.e. G-S (Grover, Srinivasan) and J-B-C (Jain, Bass, Chen) assume that market is segmented. Both models use brand choice probabilities to extract segments by using the maximum likelihood method but their approach to incorporating heterogenity of consumer brand choice probabilities is different. (original abstract)

Słowa kluczowe

PL

Zachowania konsumenta; Profil konsumenta; Marka produktu

EN

Consumer behaviour; Customer profile; Product brand

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Ekonometria
• Rocznik: 2004
• Tom: 13
• Numer: nr 1010 Zastosowania metod ilościowych
• Strony: 100--116

Twórcy

autor

Agnieszka Pleśniak

• Szkoła Główna Handlowa w Warszawie

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