Bass, Frank M.; Givon, Moshe M.; Kalwani, Manohar U.; Reibstein, David; Wright, Gordon P.
September 1984
Marketing Science;Fall84, Vol. 2 Issue 4, p267
Academic Journal
This paper investigates the order of the brand choice process at the individual family level using a variety of tests: t, likelihood ratio, binomial runs, and multinomial runs tests. The test of stationarity developed permits separate analyses for stationary and nonstationary purchase sequences. Our analyses indicate that the purchase sequences of a majority of stationary consumers are consistent with the zero-order assumption. This result is observed for all the nine frequently-bought packaged goods studied with the use of panel data and for a product category (soft drinks) using experimental data.


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