Furthermore, as the initial investigation of this
market, this study contains some assumptions that
should be relaxed. First, the underlying assumptions
of the BG/NBD model are strong, especially those
regarding the stationarity of the market due to the
Poisson formulation and the constant defection
probability. Those hypotheses may not be appropriate
for a fast changing market like FT coffee.
They might be relaxed by changing the distribution
of the interpurchase time and adopting, for example,
a Weibull distribution (Mac Shane et al., 2008).
Furthermore, as the initial investigation of thismarket, this study contains some assumptions thatshould be relaxed. First, the underlying assumptionsof the BG/NBD model are strong, especially thoseregarding the stationarity of the market due to thePoisson formulation and the constant defectionprobability. Those hypotheses may not be appropriatefor a fast changing market like FT coffee.They might be relaxed by changing the distributionof the interpurchase time and adopting, for example,a Weibull distribution (Mac Shane et al., 2008).
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