Category and Brand Purchase Rates (Still) Follow the NBD Distribution
8 Pages Posted: 26 Sep 2017
Date Written: September 24, 2017
Analysis of category and brand purchase rates using Nielsen-Kilts 2014 panel data for the US show they closely fit the Negative Binomial Distribution. Data for Carbonated Soft Drinks, over the counter Pain Medication and Breakfast Cereal are used.
Keywords: Category Purchasing, Brand Purchasing, NBD Model, Brand Loyalty
JEL Classification: M31
Suggested Citation: Suggested Citation