TY - JOUR
AU - Chintagunta, Pradeep K.
AB - The author discusses the implications of a heterogeneous logit model for brand positioning. The methodology presented is a restricted version of a mixture-of-logits model and obtains brand positions on a product-market map and the distribution of preferences across households while accounting for the effects of marketing variables on household brand choice behavior. The restriction involves imposing a factor structure on the covariance matrix of the distribution of intrinsic brand preferences. An empirical application of the methodology is presented using A.C. Nielsen household-level scanner panel data on the purchases of liquid laundry detergents. The results indicate that the proposed model provides a better fit to the data than the unrestricted mixture-of-logits model or the Choice Map methodology.
TI - Heterogeneous Logit Model Implications for Brand Positioning
JF - Journal of Marketing Research
DO - 10.1177/002224379403100212
DA - 1994-05-01
UR - https://www.deepdyve.com/lp/sage/heterogeneous-logit-model-implications-for-brand-positioning-ou9jbK6qtI
SP - 304
EP - 311
VL - 31
IS - 2
DP - DeepDyve
ER -