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The Interaction Effect of Preference and Availability on Brand Switching and Market Share

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  • Abel P. Jeuland

    (University of Chicago)

Abstract

Observed purchase behavior is the result of the combined effect of preference and availability. A multibrand choice model of a frequently purchased consumer good is developed. The model allows for the heterogeneity of the population with respect to brand preference. It also considers that all brands are not identically distributed and are thus not equally available to the potential buyers of the product class. The model uses the brand switching matrix in order to parcel out the effect of preference and availability. It is compared with the Hendry System which also uses the brand switching matrix for the purpose of measuring brand substitution or competition. The Hendry System being a special case of the model presented in this paper, the likelihood ratio test is employed to test the more general model against Hendry. The estimation and testing procedure uses cooking oil data from 1,961 households who remained in the Secodip Consumer Panel, France, for the entire 1971-1972 period. The variable of availability is found to account for an additional significant portion of the variance of the switching flows. The model should prove to be a useful tool to interpret correctly the popular quantitative summary of multibrand markets, namely the switching matrix. More efficient use of panel data by marketing decision makers should result.

Suggested Citation

  • Abel P. Jeuland, 1979. "The Interaction Effect of Preference and Availability on Brand Switching and Market Share," Management Science, INFORMS, vol. 25(10), pages 953-965, October.
    • Handle: RePEc:inm:ormnsc:v:25:y:1979:i:10:p:953-965
    DOI: 10.1287/mnsc.25.10.953
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    Cited by:

    1. Hernán A. Bruno & Naufel J. Vilcassim, 2008. "—Structural Demand Estimation with Varying Product Availability," Marketing Science, INFORMS, vol. 27(6), pages 1126-1131, 11-12.
    2. V. Srinivasan & Chan Su Park & Dae Ryun Chang, 2005. "An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources," Management Science, INFORMS, vol. 51(9), pages 1433-1448, September.
    3. Avi Goldfarb, 2006. "The medium-term effects of unavailability," Quantitative Marketing and Economics (QME), Springer, vol. 4(2), pages 143-171, June.
    4. ALTAF Mohsin & REHMAN Ahmad & ALI Ahmed, 2012. "Determinants Of Customer Switching Behavior In Banking Sector," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 7(2), pages 20-34, August.
    5. Srinivasan, V. Seenu & Park, Chan Su & Chang, Dae Ryun, 2005. "An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources," Research Papers 1685r2, Stanford University, Graduate School of Business.
    6. Siddharth Mahajan & Garrett van Ryzin, 2001. "Inventory Competition Under Dynamic Consumer Choice," Operations Research, INFORMS, vol. 49(5), pages 646-657, October.

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