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Articles (2013), Journal of Empirical Generalisations in Marketing Science, 14 (1), pp. 1-4

New Car Data Challenge

The author uses the Dirichlet distribution to capture the switching and repeat purchase pattern of the buyers of new cars in France and in the UK. Lien vers l'article

BEMMAOR, A.C. (2013). New Car Data Challenge. Journal of Empirical Generalisations in Marketing Science, 14(1), pp. 1-4.

Mots clés : #Brand-loyalty, #Switching-matrices, #Market-structure