Pour étudier le comportement des consommateurs face à une promotion, le modèle Logit multinomial est souvent utilisé, l'hétérogénéité étant prise en compte par l'introduction d'une variable de fidélité (Guadagni and Little, 1983). L'objectif de cet article est double : d'une part évaluer l'intérêt pratique de ce modèle en général en l'appliquant sur une base de données scanner française, et d'autre part de mettre en évidence les conséquences pratiques des choix techniques nécessaires à l'estimation des paramètres.
Get full access to this article
View all access options for this article.
References
1.
BlattbergR.NeslinS. (1990), Sales Promotion: Concepts, Methods and Strategies.Prentice Hall, Englewood Cliffs, New Jersey.
2.
BlattbergR.EppenG.LiebermanJ. (1981), «A Theoretical and Empirical Investigation of Price Deals for Consumer Durables», Journal of Marketing, 45, 1, 116–29.
3.
BlattbergR.SenS. (1976), «Market Segments and Stochastic Brand Choice Models», Journal of Marketing Research, 13, 1, 34–45.
4.
BoltonR. (1989), «The Relationship between Market Characteristics and Promotional Price Elasticities», Marketing Science, 8, 2, 153–169.
5.
ChintaguntaP.JainD.VilcassimN. (1991), «Investigating Heterogeneity in Brand Preferences in Logit Models for Panel Data», Journal of Marketing Research, 28, 4, 417–428.
6.
CurrimI.MeyerR.LeN. (1988), «Disaggregate Tree-Structured Modeling of Consumer Choice Data», Journal of Marketing Research, 25, 3, 253–65.
7.
FaderP.McAlisterL. (1990), «An Elimination by Aspects Model of Consumer Response to Promotion Calibrated on UPC Scanner Data», Journal of Marketing Research, 27, 3, 322–332.
8.
FaderP.LattinJ.LittleJ. (1992), «Estimating Nonlinear Parameters in the Multinomial Logit Model», Marketing Science, 11, 4, 372–385.
9.
FaderP. (1992), «Integrating the Dirichlet-Multinomial and Multinomial Logit Models of Brand choice», WP # 91.013R, Wharton Marketing Department (March), 1–24.
10.
FroloffL. (1992), «La Sensibilité du Consommateur à la Promotion des Ventes: De la Naissance à la Maturité», Recherche et Applications en Marketing, 3, 7, 69–88.
11.
GenschD.ReckerW. (1979), «The Multinomial, Multiattribute Logit Choice Model », Journal of Marketing Research, 16, 1, 124–32.
12.
GenschD. (1985), «Empirically Testing a Disaggregate Choice Model for Segments», Journal of Marketing Research, 22, 4, 462–67.
13.
GreenP.SrinivasanV. (1978), «Conjoint Analysis in Consumer Research: Issues and Outlook», Journal of Consumer Research, 5, 2, 103–23.
14.
GuadagniP.LittleJ.D.C. (1983), «A Logit Model of Brand Choice», Marketing Science, 2, 3, 203–38.
15.
GuptaS. (1988), «Impact of Sales Promotions on When, What, and How Much to Buy», Journal of Marketing Research, 25, 4, 342–55.
16.
HauserJ.WernerféltB. (1990), «An Evaluation Cost Model of Evoked Set», Journal of Consumer Research, 16, 4, 393–408.
17.
HsiaoC. (1986), Analysis of Panel Data, Cambridge, UK: Cambridge University Press.
18.
JonesM.ZufrydenF. (1980), «Adding Explanatory Variables to a Consumer Purchase Behavior Model: An Exploratory Study», Journal of Marketing Research, 17, 3, 323–34.
19.
JonesM.LandwehrJ. (1988), «Removing Heterogeneity Bias From Logit Model estimation», Marketing Science, 7, 1, 41–59.
20.
KannanP.WrightG. (1991), «Modeling and Testing Structured Markets: A Nested Logit Approach», Marketing Science, 10, 1, 58–82.
21.
KrishnamurthiL.RajS.P. (1988), «A Model of Brand Choice and Purchase Quantity Price Sensitivities», Marketing Science, 7, 1, 1–20.
22.
MalhotraN. (1984), «The Use of Linear Logit Models in Marketing Research», Journal of Marketing Research, 23, 1, 20–31.
23.
ManskiC.LermanS. (1977), «The Estimation of Choice Probabilities From Choice Based Samples», Econometrica, 45(November), 1977–88.
24.
McFaddenD. (1974), «Conditional Logit Analysis of Qualitative Choice Behavior», in Frontiers of Econometrics, ZarembkaP. Ed. New York: Academic Press, 105–42.
25.
McFaddenD.TrainK.TyeW. (1977), «An Application of Diagnostic Tests for the Independence of Irrelevant Alternatives Property of the Multinomial Logit Model», Transportation Research Record, 637, 39–45.
26.
McFaddenD. (1981), «Econometric Models of Probabilistic Choice», in Structural Analysis of Discrete Data with Econometric Applications, ManskiC.F.McFaddenD. Eds. Cambridge: MIT Press, 198–272.
27.
MeyerR.KahnB. (1991), «Probabilistic Models of Consumer Choice Behavior», chap 3 (pp. 85–123) in RobertsonT.KassarjianH. (1991) Handbook of Consumer Behavior, Englewood Cliffs, New Jersey, Prentice Hall.
28.
NeslinS.HendersonC.QuelchJ. (1985), «Consumer Promotions and the Acceleration of Product Purchases», Marketing Science, 4, 2, 147–65.
29.
NarasimhanC.RenkenT. (1991), «The Representativeness of Panel Members’ Purchase Behavior », WP Olin School of Business, Washington University, (April), 1–45.
30.
OrtmeyerG.LattinJ.MontgomeryD. (1991), «Individual Differences in Response to Consumer Promotions», International Journal of Research in Marketing, 8, 3, 169–186.
31.
PedrickJ. (1987), «Modeling Deal Effects Using Scanner Panel Data», WP Graduate School of Business, University of Chicago, April.
32.
PradeepK.JainD.VilcassimN. (1991), «Investigating Heterogeneity in Brand Preferences in Logit Models for Panel Data», Journal of Marketing Research, 28, 4, 417–28.
33.
RobertsJ.LattinJ. (1991), «Development and Testing of Model of Consideration Set Composition», Journal of Marketing Research, 28, 4, 429–40.
34.
SrinivasanV.KibarianT. (1990), «Purchase Event Feedback: Fact of Fiction?, paper presented at Marketing Science Conference (March 22–25), University of Illinois, Champaign-Urbana.
35.
VilcassimN.JainD. (1991), «Modeling Purchase-Timing and Brand-Switching Behavior Incorporating Explanatory Variables and Unobserved Heterogeneity», Journal of Marketing Research, 28, 1, 29–41.
36.
WaltersR. (1991), «Assessing the Impact of Retail Price Promotions on Product Substitution, Complementary Purchase, and Interstore Sales Displacement», Journal of Marketing, 55, 2, 17–28.
