Title

Comparing Aggregate And Individual Measures Of Habit - A Study Of Grocery Buying Behaviour

Document Type

Conference Proceeding

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

6161

Comments

Pham, T., Mizerski, R., Wiley, J., & Mizerski, K. (2008). Comparing Aggregate and Individual Measures of Habit–A Study of Grocery Buying Behaviour. In Marketing: Shifting the focus from mainstream to offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference. Sydney, Australia. Abstract only available.

Abstract

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.

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