Category and Brand Purchase Rates (Still) Follow the NBD Distribution

8 Pages Posted: 26 Sep 2017

See all articles by John Dawes

John Dawes

University of South Australia - Ehrenberg-Bass Institute

Giang Trinh

University of South Australia

Date Written: September 24, 2017

Abstract

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

Dawes, John and Trinh, Giang, Category and Brand Purchase Rates (Still) Follow the NBD Distribution (September 24, 2017). Available at SSRN: https://ssrn.com/abstract=3042332 or http://dx.doi.org/10.2139/ssrn.3042332

John Dawes (Contact Author)

University of South Australia - Ehrenberg-Bass Institute ( email )

GPO Box 2471
Adelaide, 5001
Australia

HOME PAGE: http://www.johndawes.info

Giang Trinh

University of South Australia ( email )

37-44 North Terrace, City West Campus
Adelaide, South Australia 5001
Australia

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