Consideración de la heterogeneidad en el comportamiento de elección del consumidor a través de modelos logit: enfoque paramétrico vs. semiparamétrico
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2007Abstract
One of the most important objectives in marketing field is to get a better understanding about consumer. In this paper, we have analysed the concept of heterogeneity and its treatment in consumer choice models. Following a review of the theoretical foundations
and formulations about heterogeneity in consumer choice models, we proposed a classification of different kinds of heterogeneity. After this, and using scanner data we describe an empirical application in the context of consumer choice. Firstly, we developed a non heterogeneity MNL model. After that, we compare it with a random effects model and with a latent segments ones. Results show that models which considered heterogeneity explain consumer choice behavior more eficiently. Finally, main contributions of the study are discussed.
Palabra/s clave
Comportamiento del consumidor
Logit models
Consumer choice heterogeneity
Choice model
MNL model
Modelos de elección del consumidor