Portal de Periódicos da CAPES

Structure of Repeat Buying for New Packaged Goods

1980; SAGE Publishing; Volume: 17; Issue: 3 Linguagem: Inglês

10.2307/3150529

1547-7193

Manohar U. Kalwani, Alvin J. Silk,

Innovation Diffusion and Forecasting

Results from empirical tests of three hypotheses concerning the structure of repeat buying for new packaged goods are reported in this paper.Maximum likelihood parameter estimates of the underlying depth of repeat buying model are presented for four new brands and found to support the hypotheses which offer a foundation for pre and early test market forecasting.