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Category Pricing with State-Dependent Utility

Author

Listed:
  • Jean-Pierre Dubé

    () (Graduate School of Business, University of Chicago, Chicago, Illinois 60637)

  • Günter J. Hitsch

    () (Graduate School of Business, University of Chicago, Chicago, Illinois 60637)

  • Peter E. Rossi

    () (Graduate School of Business, University of Chicago, Chicago, Illinois 60637)

  • Maria Ana Vitorino

    () (Graduate School of Business, University of Chicago, Chicago, Illinois 60637)

Abstract

There is substantial literature documenting the presence of state-dependent utility with packaged goods data. Typically, a form of brand loyalty is detected whereby there is a higher probability of purchasing the same brand as has been purchased in the recent past. The economic significance of the measured loyalty remains an open question. We consider the category pricing problem and demonstrate that the presence of loyalty materially affects optimal pricing. The prices of higher quality products decline relative to those of lower quality when loyalty is introduced into the model. Given the well-known problems with the confounding of state dependence and consumer heterogeneity, loyalty must be measured in a model which allows for an unknown and possibly highly nonnormal distribution of heterogeneity. We implement a highly flexible model of heterogeneity using multivariate mixtures of normals in a hierarchical choice model. We use an Euler equations approach to the solution of the dynamic pricing problem which allows us to consider a very large number of consumer types.

Suggested Citation

  • Jean-Pierre Dubé & Günter J. Hitsch & Peter E. Rossi & Maria Ana Vitorino, 2008. "Category Pricing with State-Dependent Utility," Marketing Science, INFORMS, vol. 27(3), pages 417-429, 05-06.
  • Handle: RePEc:inm:ormksc:v:27:y:2008:i:3:p:417-429
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    File URL: http://dx.doi.org/10.1287/mksc.1070.0305
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    References listed on IDEAS

    as
    1. Keane, Michael P, 1997. "Modeling Heterogeneity and State Dependence in Consumer Choice Behavior," Journal of Business & Economic Statistics, American Statistical Association, vol. 15(3), pages 310-327, July.
    2. Tülin Erdem, 1996. "A Dynamic Analysis of Market Structure Based on Panel Data," Marketing Science, INFORMS, vol. 15(4), pages 359-378.
    3. Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
    4. J. Miguel Villas-Boas, 2004. "Consumer Learning, Brand Loyalty, and Competition," Marketing Science, INFORMS, vol. 23(1), pages 134-145, December.
    5. Dan Horsky & Sanjog Misra & Paul Nelson, 2006. "Observed and Unobserved Preference Heterogeneity in Brand-Choice Models," Marketing Science, INFORMS, vol. 25(4), pages 322-335, 07-08.
    6. P. B. Seetharaman, 2004. "Modeling Multiple Sources of State Dependence in Random Utility Models: A Distributed Lag Approach," Marketing Science, INFORMS, vol. 23(2), pages 263-271, April.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Omar Vila & Sundar Bharadwaj & S. Bahadir, 2015. "Exploration- and Exploitation-Oriented Marketing Strategies and Sales Growth in Emerging Markets," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(4), pages 277-289, December.
    2. repec:eee:jouret:v:85:y:2009:i:1:p:56-70 is not listed on IDEAS
    3. Jean-Pierre Dubé & Günter J. Hitsch & Peter E. Rossi, 2010. "State dependence and alternative explanations for consumer inertia," RAND Journal of Economics, RAND Corporation, vol. 41(3), pages 417-445.
    4. Sinitsyn, Maxim, 2009. "Price dispersion in duopolies with heterogeneous consumers," International Journal of Industrial Organization, Elsevier, vol. 27(2), pages 197-205, March.
    5. Michel Wedel & Jie Zhang & Fred Feinberg, 2015. "Implementing Retail Category Management: a Model-Based Approach to Setting Optimal Markups," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(2), pages 165-176, June.
    6. Ernan Haruvy & Peter T. L. Popkowski Leszczyc, 2010. "Search and Choice in Online Consumer Auctions," Marketing Science, INFORMS, vol. 29(6), pages 1152-1164, 11-12.
    7. repec:eee:jouret:v:87:y:2011:i:s1:p:s43-s52 is not listed on IDEAS
    8. K. Sudhir & Nathan Yang, 2014. "Exploiting the Choice-Consumption Mismatch: A New Approach to Disentangle State Dependence and Heterogeneity," Cowles Foundation Discussion Papers 1941, Cowles Foundation for Research in Economics, Yale University.
    9. Rickert, Dennis, 2016. "Consumer state dependence, switching costs, and forward-looking producers. A dynamic discrete choice model applied to the diaper market," Annual Conference 2016 (Augsburg): Demographic Change 145672, Verein für Socialpolitik / German Economic Association.
    10. Sangwoo Shin & Sanjog Misra & Dan Horsky, 2012. "Disentangling Preferences and Learning in Brand Choice Models," Marketing Science, INFORMS, vol. 31(1), pages 115-137, January.

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