Brand Choice Modeling Modeling Toothpaste Brand Choice: An Empirical Comparison of Artificial Neural Networks and Multinomial Probit Model

DOI

10.2991/ijcis.2010.3.5.15How to use a DOI?

Keywords

Modeling Toothpaste Brand Choice: An Empirical Comparison of Artificial Neural Networks and Multinomial Probit Model

Abstract

The purpose of this study is to compare the performances of Artificial Neural Networks (ANN) and Multinomial Probit (MNP) approaches in modeling the choice decision within fast moving consumer goods sector. To do this, based on 2597 toothpaste purchases of a panel sample of 404 households, choice models are built and their performances are compared on the 861 purchases of a test sample of 135 households. Results show that ANN's predictions are better while MNP is useful in providing marketing insight.

Copyright

© 2010, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - JOUR
AU  - Tolga Kaya
AU  - Emel Aktas
AU  - Ilker Topçu
AU  - Burç Ulengin
PY  - 2010
DA  - 2010/10/01
TI  - Brand Choice Modeling Modeling Toothpaste Brand Choice: An Empirical Comparison of Artificial Neural Networks and Multinomial Probit Model
JO  - International Journal of Computational Intelligence Systems
SP  - 674
EP  - 687
VL  - 3
IS  - 5
SN  - 1875-6883
UR  - https://doi.org/10.2991/ijcis.2010.3.5.15
DO  - 10.2991/ijcis.2010.3.5.15
ID  - Kaya2010
ER  -