Analysing consumer segments to budget for loyalty and promotion programmes and maximize market share

摘要: This paper seeks to provide a framework and benchmark for the allocation of marketing budget between promotion loyalty programmes using an approach that combines Markov-type market share model Lagrange multiplier method maximize share. The method, takes into account effect observable in preceding periods along with estimated promotional effects, permits be optimized future maximized. Then, loyalty-based consumer segment are used explain why budgeting exercise can achieve maximization objective. To this end, study uses panel data concerning three categories, namely, adult milk powder, shampoo, detergent. It extends previous research on segmentation by focusing two options enhancement programming. A Budget Allocation Grid Loyalty-based Segmentation is proposed as aid understand based relative sizes exclusive-loyalty variety-seeking segments.