El Problema De Elección De Marca en una Categoría Compleja: Aplicación de una Red Neuronal Artificial

Abstract

In this paper we use an Artificial Neural Network Model for the analysis of the brand choice problem in a high-penetration high-purchase fre- quency product category (ground coffee). Between other results, we find different impacts of the mar- keting instruments between alternatives and accu- mulative effects of simultaneous promotions in dif- ferent alternatives. Therefore the information pro- vided by this model is useful in helping the analyst complementing other classical models like the multinomial logit when these face problems in their initial assuptions.

Publication
Revista Española de Investigación en Marketing-ESIC, 10(1), 111-138
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Mónica Cortiñas
Professor of Marketing