Logit models are used to study consumer reactions to promotion. Heterogeneity is integrated by a loyalty variable as suggested by Guadagni and Little (1983). This model is applied to a French scanner dataset. Quality of fit at aggregate level is good but coefficients are found to be dependent on brand selection, household selection, and technical choices for initialization of the loyalty variable.
DESMET, P. (1992). Logit Model of Consumer Purchases : Application on a French Data Set. ESSEC Business School.