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

  • Rutger Oest

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    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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    File URL: http://hdl.handle.net/10.1007/s11129-005-0302-x
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    Article provided by Springer in its journal Quantitative Marketing and Economics.

    Volume (Year): 3 (2005)
    Issue (Month): 3 (September)
    Pages: 281-304

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    Handle: RePEc:kap:qmktec:v:3:y:2005:i:3:p:281-304
    Contact details of provider: Web page: http://www.springerlink.com/link.asp?id=111240

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    1. 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.
    2. Bruce G. S. Hardie & Eric J. Johnson & Peter S. Fader, 1993. "Modeling Loss Aversion and Reference Dependence Effects on Brand Choice," Marketing Science, INFORMS, vol. 12(4), pages 378-394.
    3. McAlister, Leigh & Pessemier, Edgar, 1982. " Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 311-22, December.
    4. Raj Sethuraman & V. Srinivasan & Doyle Kim, 1999. "Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations," Marketing Science, INFORMS, vol. 18(1), pages 23-41.
    5. Randolph E. Bucklin & James M. Lattin, 1991. "A Two-State Model of Purchase Incidence and Brand Choice," Marketing Science, INFORMS, vol. 10(1), pages 24-39.
    6. Rajiv Lal & V. Padmanabhan, 1995. "Competitive Response and Equilibria," Marketing Science, INFORMS, vol. 14(3_supplem), pages G101-G108.
    7. Kumar, V. & Heath, Timothy B., 1990. "A comparative study of market share models using disaggregate data," International Journal of Forecasting, Elsevier, vol. 6(2), pages 163-174, July.
    8. Greg M. Allenby & Peter E. Rossi, 1991. "Quality Perceptions and Asymmetric Switching Between Brands," Marketing Science, INFORMS, vol. 10(3), pages 185-204.
    9. J. Miguel Villas-Boas & Russell S. Winer, 1999. "Endogeneity in Brand Choice Models," Management Science, INFORMS, vol. 45(10), pages 1324-1338, October.
    10. Chen, Youhua & Kanetkar, Vinay & Weiss, Doyle L., 1994. "Forecasting market shares with disaggregate or pooled data: a comparison of attraction models," International Journal of Forecasting, Elsevier, vol. 10(2), pages 263-276, September.
    11. Berry, Steven & Levinsohn, James & Pakes, Ariel, 1995. "Automobile Prices in Market Equilibrium," Econometrica, Econometric Society, vol. 63(4), pages 841-90, July.
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