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Guadagni et al., 1983 - Google Patents

A logit model of brand choice calibrated on scanner data

Guadagni et al., 1983

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Document ID
202658263619723181
Author
Guadagni P
Little J
Publication year
Publication venue
Marketing science

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Snippet

A multinomial logit model of brand choice, calibrated on 32 weeks of purchases of regular ground coffee by 100 households, shows high statistical signficance for the explanatory variables of brand loyalty, size loyalty, presence/absence of store promotion, regular shelf …
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