| Article ID: | iaor1994873 |
| Country: | United States |
| Volume: | 12 |
| Issue: | 2 |
| Start Page Number: | 184 |
| End Page Number: | 208 |
| Publication Date: | Mar 1993 |
| Journal: | Marketing Science |
| Authors: | Chintagunta Pradeep K. |
| Keywords: | economics, demand, statistics: regression, statistics: empirical, agriculture & food |
The paper develops a comprehensive utility maximizing framework to study the impact of marketing variables on the category purchase, brand choice and purchase quantity decisions of households for frequently purchased packaged goods. The model allows for dependence among the three decisions while ensuring that these decisions provide, in combination, the greatest possible