In this paper, the first application of the Dirichlet model of heterogeneous buyer behaviour, in the context of multistore purchasing in a single city, is presented. Empirical results derived from a recently conducted spatially disaggregate consumer-panel survey in Cardiff, the United Kingdom, are reported. The fit of the model is, in general, extremely good, and its potential for studies of urban consumer behaviour is stressed.
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Neil Wrigley (1984) studied this question.
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