Using discrete choice model to test the effect of promotion program
| Autor: | 余思瑩 |
|---|---|
| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 Discrete choice model has been demonstrated to be a useful tool for analyzing consumers’ choice behavior data in the area of transportation and marketing research. However, since a complete data set containing consumers’ history of purchase behavior was rarely available to public, the model was less popular in the marketing research area than in the transportation research in Taiwan. Based on limited survey data on consumers’ choice among three different brands of shampoo, we applied multinomial logit model、nested multinomial logit model、mixed logit model in this study to understand promotion program’s effect on consumers’ choice behavior, the result showed that shampoos’ original price、discount、volume of hair conditioner bestowal、more volume with the same price all had significant impacts on consumers’ choice behavior, among them, discount and volume of hair conditioner bestowel influenced more .In addition, consumers’ gender、age、occupation and frequency of changing brands also affected consumers on choosing brands of shampoos. The study also found that a consumer who chose the same brand regularly behaved notably differently. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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