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Market segmentation by maximum likelihood clustering using choice elasticities

Hruschka, Harald, 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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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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Item type:Article
Date:May 2004
Institutions:Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Marketing (Prof. Dr. Harald Hruschka)
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Keywords:Marketing; Market segmentation; Cluster analysis; Choice models
Dewey Decimal Classification:300 Social sciences > 330 Economics
Created at the University of Regensburg:Unknown
Item ID:5365
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