Article ID: | iaor1993473 |
Country: | United States |
Volume: | 10 |
Issue: | 3 |
Start Page Number: | 264 |
End Page Number: | 270 |
Publication Date: | Jun 1991 |
Journal: | Marketing Science |
Authors: | Gupta Sunil, Morrison Donald G. |
Keywords: | statistics: distributions, measurement, demand, commerce, statistics: decision |
Consumers are different in their purchase rates and it is important to determine this heterogeneity. If a consumer’s purchases follow a Poisson process (hence exponential interpurchase time), and purchase rates are distributed gamma across consumers, then a simple measure of heterogeneity is the shape parameter