NBDdirichlet-package: NBD-Dirichlet of Model Consumer Buying Behavior

NBDdirichlet-packageR Documentation

NBD-Dirichlet of Model Consumer Buying Behavior


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.


Feiming Chen


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


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)
# plot(dobj)

NBDdirichlet documentation built on May 30, 2022, 1:06 a.m.