Conditional Trend Analysis: A Breakdown by Initial Purchasing Level
Open Access
- 1 May 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 4 (2) , 155-161
- https://doi.org/10.1177/002224376700400206
Abstract
A method of analyzing the components of a trend in consumer purchasing is described. An empirically-based mathematical model is first used to predict the purchasing pattern in the absence of a trend. Comparison between the observed data and these predicted norms permits a detailed evaluation of the trend. Two examples of practical applications of the technique are presented.Keywords
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