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Structure of Repeat Buying for New Packaged Goods

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

10.1177/002224378001700304

1547-7193

Manohar U. Kalwani, Alvin J. Silk,

Innovation Diffusion and Forecasting

Results from empirical tests of three hypotheses about the structure of repeat buying for new packaged goods are reported. Maximum likelihood parameter estimates of the underlying depth of repeat buying model are presented for four new brands. The findings support the hypotheses, which offer a foundation for pre and early test market forecasting.