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- W2012651796 abstract "Uno de los grandes retos que el marketing afronta es llegar a comprender la diversidad de preferencias y sensibilidades que existen en un mercado. En este trabajo, analizamos el concepto de heterogeneidad y su tratamiento en los modelos de elección del con sumidor. Para ello, y tras realizar una revisión de la literatura que aborda el concepto y la inclusión de la heterogeneidad en los modelos de elección, proponemos una clasificación de las diversas formas de incorporación de dicho comportamiento heterogéneo. Posteriormente, y utilizando datos de escáner contrastamos un modelo logit sin heterogeneidad con algunas formas de tratamiento de este aspecto, contrastando cuál de ellos es estadísticamente más significativo. A partir de estos resultados extraemos las principales conclusiones e implicaciones para la gestión. 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 comparing 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." @default.
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- W2012651796 date "2007-01-01" @default.
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- W2012651796 title "Consideración de la heterogeneidad en el comportamiento de elección del consumidor a través de modelos logit: enfoque paramétrico vs. semiparamétrico" @default.
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- W2012651796 doi "https://doi.org/10.1016/s1138-5758(07)70080-4" @default.
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