This paper provides further evidence on the appropriateness of the Dirichlet model for modeling brand choice. A simple estimation procedure is used and the model is tested on consumer panel data for three product categories (margarine, regular coffee and instant coffee). The results show that a)...

We attempt to provide insights into how heterogeneity has been and can be addressed in choice modeling. In doing so, we deal with three topics: Models of heterogeneity. Methods of estimation and Substantive issues. In describing models we focus on discrete versus continuous representations of...