The Dirichlet: A comprehensive model of buying behaviour

  title={The Dirichlet: A comprehensive model of buying behaviour},
  author={Gerald Goodhardt and A. S. C. Ehrenberg and Chris Chatfield and D. J. Bartholomew and Adrienne W. Kemp and Trevor Sharot and David F. Bloom and J. St. G. Jephcott and C. David Kemp and D R Cox and Frank M. Bass and S. F. Buck and Peter John Diggle and Abel P. Jeuland and Fiona Phillips and Robert W. Shoemaker and Neil Wrigley and Richard Dunn and Fred Zufryden},
The Dirichlet model describes how frequently-bought branded consumer products like instant coffee or toothpaste are purchased when the market is stationary and unsegmented. This is the common situation where, over the time-periods analysed, (A) the sales of each brand show little variation, (B) the different brands show no special groupings. We introduce the empirical data in Section 1 and the model itself in Section 2. The model assumes a mixture of distributions at four levels (Section 2.1… 
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  • M. UnclesS. KwokS. Huang
  • Business
    Proceedings of ICSSSM '05. 2005 International Conference on Services Systems and Services Management, 2005.
  • 2005
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