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Which Brands Gain Share from Which Brands? Inference from Store-Level Scanner Data

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  • Rutger Oest

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    Abstract

    Market share models for weekly store-level data are useful to understand competitive structures by delivering own and cross price elasticities. These models can however not be used to examine which brands lose share to which brands during a specific period of time. It is for this purpose that we propose a new model, which does allow for such an examination. We illustrate the model for two product categories in two markets, and we provide share-switching estimates. We also demonstrate how our model can be used to decompose own and cross price elasticities. Copyright Springer Science + Business Media, Inc. 2005

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    File URL: http://hdl.handle.net/10.1007/s11129-005-0302-x
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    Bibliographic Info

    Article provided by Springer in its journal Quantitative Marketing and Economics.

    Volume (Year): 3 (2005)
    Issue (Month): 3 (September)
    Pages: 281-304

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    Handle: RePEc:kap:qmktec:v:3:y:2005:i:3:p:281-304

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    Web page: http://www.springerlink.com/link.asp?id=111240

    Related research

    Keywords: competitive structure; elasticity decomposition; market shares; share-switching; store-level scanner data;

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    1. Chen, Youhua & Kanetkar, Vinay & Weiss, Doyle L., 1994. "Forecasting market shares with disaggregate or pooled data: a comparison of attraction models," International Journal of Forecasting, Elsevier, vol. 10(2), pages 263-276, September.
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    Cited by:
    1. Franses, Ph.H.B.F. & van Oest, R.D., 2006. "Testing changes in consumer confidence indicators," Econometric Institute Research Papers EI 2006-18, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.

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