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Modelling market shares by segments using volatility

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  • Sharifah Sakinah Aidid
  • Mick Silver

Abstract

This paper presents the results of market share modelling for individual segments of the UK tea market using scanner panel data. The study is novel in its introduction of the use of volatility as one of the bases for segmentation, others being usage, loyalty or switching between product types and product forms. The segmentation is undertaken on an a priori, quasi-experimental basis, allowing nested tests of constancy of elasticities across segments. The estimated equations (using seemingly unrelated regressions) benefit from extensive specification, including four diff erent forms for the price variable, four variables for promotion, and six for product characteristic, distribution and macroeconomic variables. Tests for the constancy of the parameters across segments show the segmentation to be successful.

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Bibliographic Info

Article provided by Taylor & Francis Journals in its journal Journal of Applied Statistics.

Volume (Year): 26 (1999)
Issue (Month): 5 ()
Pages: 643-660

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Handle: RePEc:taf:japsta:v:26:y:1999:i:5:p:643-660

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  1. Peter C.B. Phillips & Pierre Perron, 1986. "Testing for a Unit Root in Time Series Regression," Cowles Foundation Discussion Papers 795R, Cowles Foundation for Research in Economics, Yale University, revised Sep 1987.
  2. Germano Mwabu & Martha Ainsworth & Andrew Nyamete, 1993. "Quality of Medical Care and Choice of Medical Treatment in Kenya: An Empirical Analysis," Journal of Human Resources, University of Wisconsin Press, vol. 28(4), pages 838-862.
  3. Givon, Moshe & Muller, Eitan, 1994. "Cyclical patterns in brand switching behavior: An issue of pattern recognition," European Journal of Operational Research, Elsevier, vol. 76(2), pages 290-297, July.
  4. Gary M. Erickson, 1992. "Empirical Analysis of Closed-Loop Duopoly Advertising Strategies," Management Science, INFORMS, vol. 38(12), pages 1732-1749, December.
  5. Granger, C. W. J. & Newbold, P., 1974. "Spurious regressions in econometrics," Journal of Econometrics, Elsevier, vol. 2(2), pages 111-120, July.
  6. Zahorik, Anthony J., 1994. "A nonhierarchical brand switching model for inferring market structure," European Journal of Operational Research, Elsevier, vol. 76(2), pages 344-358, July.
  7. Engle, R. F. & Granger, C. W. J. (ed.), 1991. "Long-Run Economic Relationships: Readings in Cointegration," OUP Catalogue, Oxford University Press, number 9780198283393, September.
  8. Vanden Abeele, P. & Gijsbrechts, E. & Vanhuele , M., 1990. "Specification and empirical evaluation of a cluster-asymmetry market share model," Open Access publications from Tilburg University urn:nbn:nl:ui:12-361678, Tilburg University.
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