Les déterminants de l'élasticité au prix des marques
The purpose of this article is to estimate price elasticity measures for 134 national brands in 23 product categories and relate them to factors associated both to categories and brands. We observe that the primary determinants of the differences in magnitude among brand price elasticities belong to categories. Brands are found to be more price elastic when the competition among brands and the average purchase spending are high. Low manufacturer advertising expenditures and small range of prices in the category are also associated with higher price elasticities. At the category level, variations in price elasticities can be explained by brand factors. Key words : Price Elasticities, Product Category, Cross-category Analysis.
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|Date of creation:||2000|
|Publication status:||Published in Recherche et Application en Marketing, 2000, 15 (3), pp.43-53|
|Note:||View the original document on HAL open archive server: https://hal-hec.archives-ouvertes.fr/hal-00458390|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
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