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Contribution Details
| Type | Bachelor's Thesis |
| Scope | Discipline-based scholarship |
| Title | Planung und Vertrieb eines Indie-Games |
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| Institution | University of Zurich |
| Faculty | Faculty of Business, Economics and Informatics |
| Number of Pages | 67 |
| Date | 2017 |
| Abstract Text | To understand the drivers of choice of customers throughout their purchasing lifetime can be vital for an organisation. Choice models calibrated on scanner panel data provide a good source of information on consumers behaviour in the market. Based on a theoretical background on variety seeking and risk aversion, Heilman et al. (2000) have highlighted the importance to account for consumers experience in such models. This study results are replicated by applying a multinomial logit-mixture model with dynamic parameters on panel data of diaper purchases. The change in choice behaviour is then further analysed by applying the model on di erent periods of the purchase history. Moreover, the capturing of experience is extended on the decision on when to buy and how much to buy by a nested logit and a poisson regression model, respectively. The thesis shows the importance of including dynamic e ects into choice models and provides insights, which can help marketers to better understand their recently acquired customers. |
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