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首页> 外文期刊>Journal of applied statistics >Regularity in individual shopping trips: implications for duration models in marketing
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Regularity in individual shopping trips: implications for duration models in marketing

机译：个人购物行程的规律性：对营销时长模型的影响

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摘要

Most models for purchase-timing behavior of households do not take into account that many households have regular and non-shopping days. We propose a statistical model for purchase timing that exploits information on the shopping days of households. The model is formulated in a counting process framework that counts the recurrent purchases for each household over (calendar) time. In our empirical application of yogurt and detergent purchases from the ERIM1 database, we show that calendar time effects and regular and non-shopping days are important features to include in models for purchase-timing behavior. We find, for instance, that for these product categories the probability of purchasing is 50-60% higher on Saturdays and 70% higher on regular shopping days. We highlight the managerial implications of these model features by simulating some promotional actions.
机译：大多数用于购买时机行为的模型都没有考虑到许多家庭有固定的和非购物日。我们为购买时机提出了一个统计模型，该模型利用了家庭购物日的信息。该模型是在计算过程框架中制定的，该过程对（日历）时间内每个家庭的经常性购买进行计数。在我们从ERIM1数据库中购买酸奶和洗涤剂的经验应用中，我们表明日历时间效应以及正常和非购物日是包含在购买时机行为模型中的重要功能。例如，我们发现，对于这些产品类别，购买的可能性在星期六增加50-60％，在常规购物日增加70％。我们通过模拟一些促销动作来突出这些模型功能的管理含义。

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