A SIMULTANEOUS APPROACH TO THE WHETHER, WHAT AND HOW MUCH TO BUY QUESTIONS

被引：143

作者：

CHIANG, JW

机构：

来源：

MARKETING SCIENCE | 1991年 / 10卷 / 04期

关键词：

SINGLE-SOURCE DATA; DEMAND MODELS;

D O I：

10.1287/mksc.10.4.297

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Consumer's purchase decisions of whether to buy, what to buy and how much to buy are examined simultaneously. Based on a consumer utility maximization problem, an unobservable threshold price, about which a consumer pivots from nonpurchase to purchase, can be deduced. With any model specification, the interrelationships between purchase decisions can be explicitly derived. The model is applied to coffee purchasing data. In addition, by suppressing the nonpurchase options the model is compared with an alternative approach appearing in the marketing literature.

引用

页码：297 / 315

页数：19

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