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

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  • Rutger Oest

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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  • Rutger Oest, 2005. "Which Brands Gain Share from Which Brands? Inference from Store-Level Scanner Data," Quantitative Marketing and Economics (QME), Springer, vol. 3(3), pages 281-304, September.
    • Handle: RePEc:kap:qmktec:v:3:y:2005:i:3:p:281-304
    DOI: 10.1007/s11129-005-0302-x
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    References listed on IDEAS

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    Cited by:

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    2. Hunneman, Auke & Verhoef, Peter C. & Sloot, Laurens M., 2015. "The Impact of Consumer Confidence on Store Satisfaction and Share of Wallet Formation," Journal of Retailing, Elsevier, vol. 91(3), pages 516-532.
    3. 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.
    4. Paulo Albuquerque & Bart J. Bronnenberg, 2009. "Estimating Demand Heterogeneity Using Aggregated Data: An Application to the Frozen Pizza Category," Marketing Science, INFORMS, vol. 28(2), pages 356-372, 03-04.

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