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Modelo Logit Multinomial: una aplicación regional al sector lacteo

Author

Listed:
  • Barreiro, X.M.
  • Ruzo, E.
  • Losada, F.

Abstract

La creacion de marcas fuertes es una de las principales estrategias utilizadas por las empresas en la actualidad con el objeto de lograr una ventaja competitiva. De este modo, uno de los principales problemas que se plantean es la valoración de este activo, cuestión recogida ampliamente en numerosas investigaciones previas. En el presente trabajo se establece una aproximacion al valor de marca desde el ambito comercial, centrado en el proceso de eleccion del consumidor, utilizando para ello dos metodologias alternativas, un modelo logit multinomial y un modelo de regresion con variables ficticias. Para ello se emplearán los datos de ventas obtenidos del escaner optico de un distribuidor detallista sobre las marcas del sector lacteo vendidas en una region especifica.

Suggested Citation

  • Barreiro, X.M. & Ruzo, E. & Losada, F., 2004. "Modelo Logit Multinomial: una aplicación regional al sector lacteo," Regional and Sectoral Economic Studies, Euro-American Association of Economic Development, vol. 4(1).
    • Handle: RePEc:eaa:eerese:v:4:y2004:i:4_4
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