Comparing Aggregate And Individual Measures Of Habit - A Study Of Grocery Buying Behaviour
Faculty of Business and Law
School of Marketing, Tourism and Leisure
The Binomial Negative Distribution (abbreviated NBD) model, initially applied in marketing by Ehrenberg (1959) has been used extensively ever since to predict purchases of products at category and single brand levels. This study employed a new measure of habit called Self-Report Habit Index (SRHI) to predict purchases at the individual level. The hope is to find the appropriate mechanism at micro level that could generate equivalent results with those of NDB. The empirical base to examine the supposition is grocery purchasing behaviour of young consumers in New Zealand.