NBD-Dirichlet model of consumer buying behavior

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Description

The Dirichlet (aka NBD-Dirichlet) model describes the probability distributions of the consumer purchase incidences and brand choices. We estimate the model and calculate various theoretical quantities of interest to marketing researchers.

Details

Package: dirichlet
Type: Package
Version: 1.0
Date: 2008-08-12
License: GPL (>=2)

Author(s)

Feiming Chen

Maintainer: Feiming Chen <feimingchen@yahoo.com>

References

The Dirichlet: A Comprehensive Model of Buying Behavior. G.J. Goodhardt, A.S.C. Ehrenberg, C. Chatfield. Journal of the Royal Statistical Society. Series A (General), Vol. 147, No. 5 (1984), pp. 621-655

Repeat-Buying:Facts,Theory and Applications, 2nd edn. A.S.C. Ehrenberg, 1988, London, Charles Griffin, ISBN 0 85264 287 3

Book Review: Repeat-Buying:Facts,Theory and Applications by A.S.C. Ehrenberg. Norman Pigden. The Statistician, Vol. 40, No. 3, Special Issue (1991), pp. 349-350

See Also

dirichlet, print.dirichlet, summary.dirichlet, plot.dirichlet

Examples

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cat.pen <- 0.56 # Category Penetration
cat.buyrate <- 2.6 # Category Buyer's Average Purchase Rate in a given period.
brand.share <- c(0.25, 0.19, 0.1, 0.1, 0.09, 0.08, 0.03, 0.02) # Brands' Market Share
brand.pen.obs <- c(0.2,0.17,0.09,0.08,0.08,0.07,0.03,0.02) # Brand Penetration
brand.name <- c("Colgate DC", "Macleans","Close Up","Signal","ultrabrite",
"Gibbs SR","Boots Priv. Label","Sainsbury Priv. Lab.")

dobj <- dirichlet(cat.pen, cat.buyrate, brand.share, brand.pen.obs, brand.name)
print(dobj)
summary(dobj)
# plot(dobj)