S. Gupta et Pk. Chintagunta, ON USING DEMOGRAPHIC-VARIABLES TO DETERMINE SEGMENT MEMBERSHIP IN LOGIT MIXTURE-MODELS, Journal of marketing research, 31(1), 1994, pp. 128-136
The authors propose an extension of the logit-mixture model that defin
es prior segment membership probabilities as functions of concomitant
(demographic) variables. Using this approach it is possible to describ
e how membership in each of the segments, segments being characterized
by a specific profile of brand preferences and marketing variable sen
sitivities, is related to household demographic characteristics. An em
pirical application of the methodology is provided using A.C. Nielsen
scanner panel data on catsup. The authors provide a comparison with th
e results obtained using the extant methodology in estimation and vali
dation samples of households.