A dynamic analysis of purchases in the Italian market of sparkling wines is conducted by using scanner data derived from a consumer panel. We propose a continuous-time hidden Markov model that allows the transitions between states at any point in time. Results identify consumers’ profiles in terms of type of purchases and socio-economic characteristics and describe the dynamics, and its determinants, across market segments. The findings improve the understanding of the market and provide useful evidences to design successful marketing strategies.
Bassi, F., Pennoni, F., Rossetto, L. (2019). The evolution of the purchase behavior of sparkling wines in the Italian market. In Book of Short Papers CLADAG 2019 12th Scientific Meeting of the Classification and Data Analysis Group of the Italian Statistical Society (pp. 71-74). Cassino : Università di Cassino e del Lazio Meridionale.
The evolution of the purchase behavior of sparkling wines in the Italian market
Pennoni, F;
2019
Abstract
A dynamic analysis of purchases in the Italian market of sparkling wines is conducted by using scanner data derived from a consumer panel. We propose a continuous-time hidden Markov model that allows the transitions between states at any point in time. Results identify consumers’ profiles in terms of type of purchases and socio-economic characteristics and describe the dynamics, and its determinants, across market segments. The findings improve the understanding of the market and provide useful evidences to design successful marketing strategies.
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