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Non-durable consumptions patterns of individual households

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dc.contributor.author Zachos G en
dc.date.accessioned 2016-09-22T11:26:41Z
dc.date.available 2016-09-22T11:26:41Z
dc.date.created 1976 en
dc.date.submitted 1977 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/121778
dc.description.abstract This report tests the assumptions inherent in Ehrenberg's NBD model using packaged soup consumption data. In addition, a model is proposed for the observed cyclical consumption pattern. This model takes into account both the observed seasonal behaviour of soup consumers and the long-term upward trend in consumption. Unlike conclusions reached by previous studies, it is found that individual consumptions of packaged soup follow a hyper-Poisson distribution. A method is put forward to classify consumers into three types, namely, the loyal, undecided and disloyal consumers. The observed bivariate distributions exhibit numerous deviations from Ehrenberg's model but these deviations can be explained by introducing the correlated and uncorrelated NBD concepts. Repeat-consumption of different brands in the same time period proved particularly useful as it highlighted the existence of multibrand consumers. In this special case, the use of the uncorrelated as opposed to the correlated NBD is strongly advocated. en
dc.language English en
dc.subject Business administration / Business leadership en
dc.subject Marketing management en
dc.title Non-durable consumptions patterns of individual households en
dc.type Masters degree en
dc.description.degree MBA en


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