每个品牌的买家群如何以高于平均水平的价格购买该类别?

IF 2.4 4区 管理学 Q3 BUSINESS
J. Dawes
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引用次数: 0

摘要

品牌指标数据中的一个明显异常是,每个品牌的总买家群似乎以高于平均水平的价格购买该类别。这在算术上似乎是不可能的。效果是真实的,但有一个简单的解释。这是由于重类别买家购买的品牌比轻类别买家多。因此,他们出现在多个品牌的买家群中,从而将每个品牌的类别购买率提高到高于总体平均水平。这项研究在经验数据中显示了所谓的“类别购买率异常”,并通过模拟数据集展示了它是如何发生的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How can each brand’s buyer base buy the category at above the average rate?
An apparent anomaly in brand metrics data is that the aggregated buyer base of each brand appears to buy the category at above the average rate. This seems arithmetically impossible. The effect is real, but it has a simple explanation. It is caused by the fact that heavy category buyers buy more brands than light buyers do. They therefore appear in the buyer base of multiple brands, and so inflate the category buying rate for each brand to above the overall average rate. This study shows what it calls the ‘category purchase rate anomaly’ in empirical data, as well as demonstrating how it occurs via a simulated dataset.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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