Advanced Search
MyIDEAS: Login to save this article or follow this journal

A Model of Brand Choice and Purchase Quantity Price Sensitivities

Contents:

Author Info

  • Lakshman Krishnamurthi

    (Northwestern University)

  • S. P. Raj

    (Syracuse University)

Registered author(s):

    Abstract

    Many consumer decisions involve a discrete choice and a continuous outcome. Examples of such decisions are whether to own a home or rent one and how much to spend, which brand of orange juice to buy and how many ounces to buy. In cases like these, the choice decision is typically modeled separately, say, using a logit model and the continuous outcomes modeled separately using regression analysis. However, the continuous outcomes may not be independent of the discrete choice and vice versa, and modeling the two decisions independently can lead to inefficient choice parameter estimates and biased and inconsistent regression parameter estimates. In this paper, we present a methodology from the limited-dependent variable literature to model the dependence between the choice and quantity decisions. Our substantive interest is in the role of price in the choice and quantity decisions. When choosing among alternatives, we argue that consumers consider prices of all the competitive brands. In the quantity decision on the other hand, only the price of the chosen alternative is expected to impact how much of the alternative is purchased. The analysis of three brands, using disaggregate level panel data, strongly supports our hypothesis about the role of competitive prices in the choice and quantity decisions.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://dx.doi.org/10.1287/mksc.7.1.1
    Download Restriction: no

    Bibliographic Info

    Article provided by INFORMS in its journal Marketing Science.

    Volume (Year): 7 (1988)
    Issue (Month): 1 ()
    Pages: 1-20

    as in new window
    Handle: RePEc:inm:ormksc:v:7:y:1988:i:1:p:1-20

    Contact details of provider:
    Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA
    Phone: +1-443-757-3500
    Fax: 443-757-3515
    Email:
    Web page: http://www.informs.org/
    More information through EDIRC

    Related research

    Keywords: choice and quantity price elasticities; joint logit-OLS estimation; selectivity bias;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. González-Benito, Óscar, 2004. "Random effects choice models: seeking latent predisposition segments in the context of retail store format selection," Omega, Elsevier, vol. 32(2), pages 167-177, April.
    2. Nair, Harikesh S. & Dube, Jean-Pierre & Chintagunta, Pradeep, 2004. "Accounting for Primary and Secondary Demand Effects with Aggregate Data," Research Papers 1949, Stanford University, Graduate School of Business.
    3. Shantanu Dutta & Mark Bergen & Daniel Levy, 2002. "Price Flexibility in Channels of Distribution: Evidence from Scanner Data," Working Papers 2002-10, Department of Economics, Bar-Ilan University.
    4. Klapper, Daniel & Herwartz, Helmut, 2000. "Forecasting market share using predicted values of competitive behavior: further empirical results," International Journal of Forecasting, Elsevier, vol. 16(3), pages 399-421.
    5. Klapper, Daniel & Herwartz, Helmut, 1998. "Forecasting performance of market share attraction models: A comparison of different models assuming that competitors' actions are forecasts," SFB 373 Discussion Papers 1998,103, Humboldt University of Berlin, Interdisciplinary Research Project 373: Quantification and Simulation of Economic Processes.
    6. Matthew Nagler, 2006. "An exploratory analysis of the determinants of cooperative advertising participation rates," Marketing Letters, Springer, vol. 17(2), pages 91-102, April.
    7. Raju, Jagmohan S., 1995. "Theoretical models of sales promotions: Contributions, limitations, and a future research agenda," European Journal of Operational Research, Elsevier, vol. 85(1), pages 1-17, August.
    8. Baltas, George & Doyle, Peter, 2001. "Random utility models in marketing research: a survey," Journal of Business Research, Elsevier, vol. 51(2), pages 115-125, February.
    9. Hruschka, Harald & Fettes, Werner & Probst, Markus, 2004. "An empirical comparison of the validity of a neural net based multinomial logit choice model to alternative model specifications," European Journal of Operational Research, Elsevier, vol. 159(1), pages 166-180, November.
    10. Moon, Sangkil & Voss, Glenn, 2009. "How do price range shoppers differ from reference price point shoppers?," Journal of Business Research, Elsevier, vol. 62(1), pages 31-38, January.
    11. H. Dawid & S. Gemkow & P. Harting & K. Kabus & K. Wersching & M. Neugart, 2008. "Skills, Innovation, and Growth: An Agent-Based Policy Analysis," Journal of Economics and Statistics (Jahrbuecher fuer Nationaloekonomie und Statistik), Justus-Liebig University Giessen, Department of Statistics and Economics, vol. 228(2+3), pages 251-275, June.
    12. José M. Labeaga & Mercedes Martos-Partal, 2007. "A Proposal to Distinguish State Dependence and Unobserved Heterogeneity in Binary Brand Choice Models," Working Papers 2007-02, FEDEA.
    13. Gaston Breton, Charlotte, 2001. "Biais de jugement et de décision induits par un changement d'unité monétaire (l'Euro) : une approche théorique," Economics Papers from University Paris Dauphine 123456789/4234, Paris Dauphine University.

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:7:y:1988:i:1:p:1-20. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.