On using demographic variables to determine segment membership in logit mixture models
Gupta, S.
On using demographic variables to determine segment membership in logit mixture models - USA : SAGE Publications, 1994.
Peer review
The authors propose an extension of the logit-mixture model that defines prior segment membership probabilities as functions of concomitant (demographic) variables. Using this approach it is possible to describe how membership in each of the segments, segments being characterized by a specific profile of brand preferences and marketing variable sensitivities, is related to household demographic characteristics. An empirical application of the methodology is provided using A.C. Nielsen scanner panel data on catsup. The authors provide a comparison with the results obtained using the extant methodology in estimation and validation samples of households.
Text in English
0022-2437 1547-7193 (Online)
https://doi.org/10.2307/3151952
Demography
Households
Trade marks
Advertising
Household income
Ketchups
Market segmentation
On using demographic variables to determine segment membership in logit mixture models - USA : SAGE Publications, 1994.
Peer review
The authors propose an extension of the logit-mixture model that defines prior segment membership probabilities as functions of concomitant (demographic) variables. Using this approach it is possible to describe how membership in each of the segments, segments being characterized by a specific profile of brand preferences and marketing variable sensitivities, is related to household demographic characteristics. An empirical application of the methodology is provided using A.C. Nielsen scanner panel data on catsup. The authors provide a comparison with the results obtained using the extant methodology in estimation and validation samples of households.
Text in English
0022-2437 1547-7193 (Online)
https://doi.org/10.2307/3151952
Demography
Households
Trade marks
Advertising
Household income
Ketchups
Market segmentation