Household Composition and Joint Consumption Effects in Consumer Demand
Marketing literature typically models household demand as arising from utility maximization of a single individual. This approach ignores preference heterogeneity within a multi-member household and the possibility that some categories of goods can be shared by members within a household.
Project Team
Srinivas Prakhya and Vedha Ponnappan
Sponsor
IIM Bangalore
Select Project Type
Ongoing Projects
Project Status
Ongoing (Initiated in August 2018)
Funded Projects Functional Area
Marketing
Household Composition and Joint Consumption Effects in Consumer Demand
| Project Team: | Srinivas Prakhya and Vedha Ponnappan |
| Sponsor: | IIM Bangalore |
| Project Status: | Ongoing (Initiated in August 2018) |
| Area: | Marketing |
| Abstract: | Marketing literature typically models household demand as arising from utility maximization of a single individual. This approach ignores preference heterogeneity within a multi-member household and the possibility that some categories of goods can be shared by members within a household. |