How persistent are duplication of purchase partitions
Journal article
Anesbury, Z., Bennett, D. and Kennedy, R. (2021). How persistent are duplication of purchase partitions. Journal of Consumer Behaviour: an international research review. https://doi.org/10.1002/cb.1985
| Authors | Anesbury, Z., Bennett, D. and Kennedy, R. |
|---|---|
| Abstract | Brands share more of their customers with bigger competitors and fewer with smaller ones. However, there are occasional deviations to this predictable Duplication of Pur- chase (DoP) pattern. When two or more brands share excess customers because of functional or nonfunctional differences—it is called a partition. While past research using the NBD-Dirichlet model demonstrates partitions in annual or shorter data, there is no empirical evidence for partition persistency over the longer term, although some other NBD-Dirichlet deviations are known to persist over time. Examining expected partitions in 10 consumer goods categories in the United Kingdom, the authors show partitions overwhelmingly persist over 3 years. The findings contribute support to Dirichlet theory, especially on market stability, boundary conditions, and provide practical implications for portfolio management. |
| Keywords | Duplication of Purchase, Brands, Partitions, Portfolios |
| Year | 2021 |
| Journal | Journal of Consumer Behaviour: an international research review |
| Publisher | Wiley |
| ISSN | 1472-0817 |
| Digital Object Identifier (DOI) | https://doi.org/10.1002/cb.1985 |
| Publication dates | |
| 04 Sep 2021 | |
| Publication process dates | |
| Accepted | 10 Aug 2021 |
| Deposited | 07 Sep 2021 |
| Accepted author manuscript | License File Access Level Open |
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