Purchase timing of households is usually modeled at the category level. Marketing efforts are however only available at the brand level. Hence, to describe category-level interpurchase times using marketing efforts one has to construct a category-level measure of marketing efforts from the marketing mix of individual brands. In this paper we discuss two standard approaches suggested in the literature to solve this problem, that is, using individual choice shares as weights to average the marketing mix, and the inclusive value approach. Additionally, we propose three alternative novel solutions, which have less limitations than the two standard approaches. The new approaches use brand preferences following from a brand choice model to capture the relevance of the marketing mix of individual brands. One of these approaches integrates the purchase timing model with a brand preference model. To empirically compare the two standard and the three new approaches, we consider household scanner data in three product categories. One of the main conclusions is that the inclusive value approach performs worse than the other approaches. This holds in-sample as well as out-of-sample. The performance of the individual choice share approach is best unless one allows for unobserved heterogeneity in the brand choice models, in which case the three new approaches based on modeled brand preferences are superior.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. 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.
Publisher Info
Paper provided by Erasmus University Rotterdam, Econometric Institute in its series Econometric Institute Report with number
320.
References listed on IDEAS Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
Did you know? Citation analysis on IDEAS includes online papers that are freely accessible and whose text could be automatically analyzed, currently about 210000 papers.