Abstract: A new approach for analyzing state duration data in brand-choice studies is explored. This approach not only incorporates the correlation among repeated purchases for a subject, it also models the purchase timing and the brand decision jointly. The former is accomplished by applying transition model approaches from longitudinal studies while the latter is done by conditioning on the brand choice variable. Then mixed multinomial logit models and Cox proportional hazards models are employed to model the marginal densities of the brand choice and the conditional densities of the interpurchase time given the brand choice. We illustrate the approach using a Nielsen household scanner panel data set