In this paper, the first application of the NBD (negative binomial distribution) consumer purchasing model is presented in the context of purchasing at individual stores in a single city. Empirical results derived from a recently conducted spatially disaggregate consumer-panel survey in Cardiff, United Kingdom, are reported. The fit of the model, in general, is extremely good, although there are certain small but consistent discrepancies, the explanation of which has both statistical and geographical components.
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