Consumer Heterogeneity Analysis Considering the Stage of Purchase Decision Making:Application of Hurdle Model to Consumer Price Response Analysis

DOI Web Site 16 References
  • ISHIBASHI Keisuke
    The Distribution Economics Institute of Japan/ Graduate School of Business Sciences, University of Tsukuba
  • BAN Masataka
    University of Tsukuba, Graduate School of Business Sciences, Humanities and Social Sciences, Degree Programs in Business Sciences
  • OZAKI Koken
    University of Tsukuba, Graduate School of Business Sciences, Humanities and Social Sciences, Degree Programs in Business Sciences

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Other Title
  • 購買の段階を考慮した消費者異質性分析
  • 購買の段階を考慮した消費者異質性分析 : ハードルモデルの消費者価格反応分析への応用
  • コウバイ ノ ダンカイ オ コウリョ シタ ショウヒシャ イシツセイ ブンセキ : ハードルモデル ノ ショウヒシャ カカク ハンノウ ブンセキ エ ノ オウヨウ
  • —ハードルモデルの消費者価格反応分析への応用—

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Abstract

<p> We propose a model that consider the stage of purchase decision making by dividing it into deciding whether to purchase and deciding how many products to purchase. For this purpose, we used a hurdle model that combines a binomial logit model and a Poisson regression model. The hurdle model is suitable for analyzing zero-inflated data. In our analysis, we incorporated marketing variables in each model and compared which stage the marketing variables affect more. We compare several models using WAIC and show that the proposed model is superior. Results from the proposed model can be used for sales promotion activities targeted at individual consumers. </p>

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