Diffusion model of the multi-brand strategy based new products in the context of habitual purchase

Science Research Management ›› 2007, Vol. 28 ›› Issue (2): 139-145.

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Diffusion model of the multi-brand strategy based new products in the context of habitual purchase

Wang Peng¹, Sun Hua², Wang Xian³

1. Southwest Jiaotong University, Chengdu 610031, China;
2. Guangzhou University, Guangzhou 510006, China;
3. Huanan University of Science and Technology, Guangzhou 510091, China

Received:2006-07-01 Online:2007-03-24 Published:2011-05-16

Abstract

Abstract: On the basis of adding the obstruct coefficient into the Bass diffusion model so as to reflect the impact of habitual purchase on diffusion of new products.By applying the theories of consuming behavior studies and probability process,and with a rational estimate of the transference probability of customers' expectation,the diffusion model of the multi-brand strategy based new products in the context of habitual purchase is constructed.

Key words: marketing, diffusion of new products, habitual purchase, brand competition, multi-brand strategy

CLC Number:

F273.2
F224

Wang Peng, Sun Hua, Wang Xian. Diffusion model of the multi-brand strategy based new products in the context of habitual purchase[J]. Science Research Management, 2007, 28(2): 139-145.

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Diffusion model of the multi-brand strategy based new products in the context of habitual purchase

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