Monitoring short-run changes in purchasing behaviour
Author: Tibrewala, Vikas ; Sabavala, DariusINSEAD Area: Marketing Series: Working Paper ; 91/20/MKT Publisher: Fontainebleau : INSEAD, 1991.Language: EnglishDescription: 16 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: On-going monitoring of customer purchases requires the estimation of baselines, deviations from which can yield information about the effects of marketing activities. These baselines can be used over time in a control-chart-like fashion to identify significant deviations which may then be related to the level of different marketing activities, like promotions. This procedure is applied to purchase data for two categories, using the negative binomial model as a baseline estimator, to identify deviations and assess the response in purchase frequency and purchase quantity to promotions at the product and brand levels| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Digital Library | Available | BC000868 |
On-going monitoring of customer purchases requires the estimation of baselines, deviations from which can yield information about the effects of marketing activities. These baselines can be used over time in a control-chart-like fashion to identify significant deviations which may then be related to the level of different marketing activities, like promotions. This procedure is applied to purchase data for two categories, using the negative binomial model as a baseline estimator, to identify deviations and assess the response in purchase frequency and purchase quantity to promotions at the product and brand levels
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