You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Heterogeneous Logit Model Implications for Brand Positioning
Pradeep K. Chintagunta
Journal of Marketing Research
Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 304-311
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3152201
Page Count: 8
You can always find the topics here!Topics: Brands, Maps, Marketing, Modeling, Parametric models, Detergents, Statistical models, Statistical estimation, Three dimensional modeling, Covariance
Were these topics helpful?See somethings inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
The author discusses the implications of a heterogeneous logit model for brand positioning. The methodology presented is a restricted version of a mixture-of-logits model and obtains brand positions on a product-market map and the distribution of preferences across households while accounting for the effects of marketing variables on household brand choice behavior. The restriction involves imposing a factor structure on the covariance matrix of the distribution of intrinsic brand preferences. An empirical application of the methodology is presented using A.C. Nielsen household-level scanner panel data on the purchases of liquid laundry detergents. The results indicate that the proposed model provides a better fit to the data than the unrestricted mixture-of-logits model or the Choice Map methodology.
Journal of Marketing Research © 1994 American Marketing Association