In this paper we consider empirical econometric models for nine brands of a fast-moving nondurable consumer product using weekly observed scanning data on market share and distribution conditional on advertising, price, promotion activities. Since the data show nonstationary characteristics, we rely on cointegration techniques to estimate long-run and short-run parameters. Additionally, as there are many outlying observations in our weekly scanning data, we applu robust cointegration methods. We find different results across robust and non-robust methods for the long-run relations between market share and distribution and for the short-run response to disequilibrium situations.
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Paper provided by Erasmus University of Rotterdam - Econometric Institute in its series Papers with number
9646/a.
Find related papers by JEL classification: C52 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Evaluation and Testing C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Microeconomic Data