| NBDdirichlet-package {NBDdirichlet} | R Documentation |
NBD-Dirichlet of Model Consumer Buying Behavior
Description
The Dirichlet (aka NBD-Dirichlet) model describes the probability distributions of the consumer purchase incidences and brand choices. We estimate the model and calculate various theoretical quantities of interest to marketing researchers.
Author(s)
Feiming Chen
References
The Dirichlet: A Comprehensive Model of Buying Behavior. G.J. Goodhardt, A.S.C. Ehrenberg, C. Chatfield. Journal of the Royal Statistical Society. Series A (General), Vol. 147, No. 5 (1984), pp. 621-655
Repeat-Buying:Facts,Theory and Applications, 2nd edn. A.S.C. Ehrenberg, 1988, London, Charles Griffin, ISBN 0 85264 287 3
Book Review: Repeat-Buying:Facts,Theory and Applications by A.S.C. Ehrenberg. Norman Pigden. The Statistician, Vol. 40, No. 3, Special Issue (1991), pp. 349-350
See Also
dirichlet,
print.dirichlet, summary.dirichlet,
plot.dirichlet
Examples
cat.pen <- 0.56 # Category Penetration
cat.buyrate <- 2.6 # Category Buyer's Average Purchase Rate in a given period.
brand.share <- c(0.25, 0.19, 0.1, 0.1, 0.09, 0.08, 0.03, 0.02) # Brands' Market Share
brand.pen.obs <- c(0.2,0.17,0.09,0.08,0.08,0.07,0.03,0.02) # Brand Penetration
brand.name <- c("Colgate DC", "Macleans","Close Up","Signal","ultrabrite",
"Gibbs SR","Boots Priv. Label","Sainsbury Priv. Lab.")
dobj <- dirichlet(cat.pen, cat.buyrate, brand.share, brand.pen.obs, brand.name)
print(dobj)
summary(dobj)
# plot(dobj)