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Econometric Analysis of the Market Share Attraction Model

Author

Listed:
  • Fok, D.
  • Franses, Ph.H.B.F.
  • Paap, R.

Abstract

Market share attraction models are useful tools for analyzing competitive structures. The models can be used to infer cross-effects of marketing-mix variables, but also the own effects can be adequately estimated while conditioning on competitive reactions. Important features of attraction models are that they incorporate that market shares sum to unity and that the market shares of individual brands are in between 0 and 1. Next to analyzing competitive structures, attraction models are also often considered for forecasting market shares. The econometric analysis of the market share attraction model has not received much attention. Topics as specification, diagnostics, estimation and forecasting have not been thoroughly discussed in the academic marketing literature. In this chapter we go through a range of these topics, and, along the lines, we indicate that there are ample opportunities to improve upon present-day practice.

Suggested Citation

  • Fok, D. & Franses, Ph.H.B.F. & Paap, R., 2001. "Econometric Analysis of the Market Share Attraction Model," ERIM Report Series Research in Management ERS-2001-25-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:89
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    References listed on IDEAS

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    1. Richard Paap & Philip Hans Franses, 2000. "A dynamic multinomial probit model for brand choice with different long-run and short-run effects of marketing-mix variables," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 15(6), pages 717-744.
    2. Danaher, Peter J., 1994. "Comparing naive with econometric market share models when competitors' actions are forecast," International Journal of Forecasting, Elsevier, vol. 10(2), pages 287-294, September.
    3. Johansen, Soren, 1995. "Likelihood-Based Inference in Cointegrated Vector Autoregressive Models," OUP Catalogue, Oxford University Press, number 9780198774501.
    4. 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.
    5. Brodie, Roderick J. & Bonfrer, Andre, 1994. "Conditions when market share models are useful for forecasting: further empirical results," International Journal of Forecasting, Elsevier, vol. 10(2), pages 277-285, September.
    6. Hendry, David F., 1995. "Dynamic Econometrics," OUP Catalogue, Oxford University Press, number 9780198283164.
    7. Kumar, V., 1994. "Forecasting performance of market share models: an assessment, additional insights, and guidelines," International Journal of Forecasting, Elsevier, vol. 10(2), pages 295-312, September.
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    Cited by:

    1. Datta, Hannes & Ailawadi, Kusum L. & van Heerde, H.J., 2016. "How well does consumer-based brand equity align with sales-based brand equity and marketing mix response?," Other publications TiSEM 341e600f-af04-42e7-9668-a, Tilburg University, School of Economics and Management.
    2. Noordegraaf-Eelens, L.H.J. & Franses, Ph.H.B.F., 2014. "Do loss profiles on the mortgage market resonate with changes in macro economic prospects, business cycle movements or policy measures?," Econometric Institute Research Papers EI 2014-08, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.

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    Keywords

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    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • C52 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Evaluation, Validation, and Selection
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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