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You searched for +publisher:"Georgia State University" +contributor:("Robert P. Leone"). One record found.

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Georgia State University

1. Sunder, Sarang. Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry.

Degree: PhD, Marketing, 2015, Georgia State University

In this study, we propose a flexible framework to assess Customer Lifetime Value (CLV) in the Consumer Packaged Goods (CPG) context. We address the substantive and modeling challenges that arise in this setting, namely (a) multiple-discreteness, (b) brand-switching, and (c) budget constrained consumption. Using a Bayesian estimation, we are also able to infer the consumer’s latent budgetary constraint using only transaction information, thus enabling managers to understand the customer’s budgetary constraint without having to survey or depend on aggregate measures of budget constraints. Using the proposed framework, CPG manufacturers can assess CLV at the focal brand-level as well as at the category-level, a departure from CLV literature which has mostly been firm-centric. We implement the proposed model on panel data in the carbonated beverages category and showcase the benefits of the proposed model over simpler heuristics as well as conventional CLV approaches. Finally, we conduct two policy simulations describing the role of the budget constraint on CLV as well as the asymmetric effects of pricing in this setting and develop managerial insights in this context. Advisors/Committee Members: V. Kumar, Yi Zhao, Denish Shah, Robert P. Leone.

Subjects/Keywords: Customer Relationship Management (CRM); Structural models; Bayesian estimation; Consumer Packaged Goods (CPG); Multiple discreteness; Customer Lifetime Value (CLV); Budget constraints

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Sunder, S. (2015). Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry. (Doctoral Dissertation). Georgia State University. Retrieved from https://scholarworks.gsu.edu/marketing_diss/30

Chicago Manual of Style (16th Edition):

Sunder, Sarang. “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry.” 2015. Doctoral Dissertation, Georgia State University. Accessed July 21, 2019. https://scholarworks.gsu.edu/marketing_diss/30.

MLA Handbook (7th Edition):

Sunder, Sarang. “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry.” 2015. Web. 21 Jul 2019.

Vancouver:

Sunder S. Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry. [Internet] [Doctoral dissertation]. Georgia State University; 2015. [cited 2019 Jul 21]. Available from: https://scholarworks.gsu.edu/marketing_diss/30.

Council of Science Editors:

Sunder S. Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry. [Doctoral Dissertation]. Georgia State University; 2015. Available from: https://scholarworks.gsu.edu/marketing_diss/30

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