An Application of Choice Decision Modeling in Turkish ToothpasteMarket

markets,Employing scanner technology, panel organizations in developed markets do not require its membersto record the items they purchase in a shopping trip, as their panel ID cards are scanned during thepayment process at checkout. Building cooperation with the retailer companies, scanner panels areable to provide reliable price and promotion data for all the products in a given product category.Consequently, scanner panel data lets researchers study the effects of marketing variables on customerchoice among product alternatives since the mid-1980s. Many dozens of papers are published on thebrand and retailer choice issues in developed markets since then (Bucklin and Gupta, 1999).One of the very first attempts to build a model of brand choice using multinomial logit method was thestudy of Guadagni and Little (1983). The success of the model was mostly attributed to the level ofdetail and completeness of the scanner panel data employed. Following Guadagni and Little, a number of researchers made important contributions to choice modeling literature by separating the purchasedecision process into different levels (Gupta, 1988; Guadagni and Little, 1998; Bucklin et al., 1998).

کلیدواژه ها:

Brand choice model ، multinomial probit ، household panel ، diary mode panel datatoothpaste ،