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Market segmentation by maximum likelihood clustering using choice elasticities

Hruschka, Harald and Fettes, Werner and Probst, Markus (2004) Market segmentation by maximum likelihood clustering using choice elasticities. European Journal of Operational Research 15 (3), pp. 779-786.

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Abstract

We determine market segments by clustering households on the basis of their average choice elasticities across purchases and brands w.r.t. price, sales promotion and brand loyalty. The cluster analysis technique used is a maximum likelihood method which allows varying size and orientation and assumes constant volume. Elasticities originate from choice models with alternatively linear and ...

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Export bibliographical data

Item Type:Article
Date:May 2004
Institutions:Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Marketing (Prof. Dr. Harald Hruschka)
Identification Number:
ValueType
10.1016/S0377-2217(02)00807-XDOI
Keywords:Marketing; Market segmentation; Cluster analysis; Choice models
Subjects:300 Social sciences > 330 Economics
Status:Published
Refereed:Unknown
Created at the University of Regensburg:Unknown
Owner: Petra Gürster
Deposited On:18 Dec 2008 12:25
Last Modified:05 Aug 2009 13:50
Item ID:5365
Owner Only: item control page
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