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An applied analysis of brand demand structure

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  • George Baltas

Abstract

The demand literature is concerned with the optimal allocation of expenditure at varied but usually high levels of commodity aggregation. Much less aggregation however is required for business applications. In applied business settings, interest centres upon the different brands of the same commodity because policy formulation takes place at the level of the individual brand. This paper considers application of formal demand analysis to brand demand data. A theoretically plausible demand system is invoked to describe inter-brand allocation of expenditure, test restrictions imposed by economic theory and yield empirically determined insights into brand demand structure.

Suggested Citation

  • George Baltas, 2002. "An applied analysis of brand demand structure," Applied Economics, Taylor & Francis Journals, vol. 34(9), pages 1171-1175.
    • Handle: RePEc:taf:applec:v:34:y:2002:i:9:p:1171-1175
    DOI: 10.1080/00036840110085996
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    References listed on IDEAS

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    1. Baltas, George & Doyle, Peter, 2001. "Random utility models in marketing research: a survey," Journal of Business Research, Elsevier, vol. 51(2), pages 115-125, February.
    2. Daniel McFadden, 1986. "The Choice Theory Approach to Market Research," Marketing Science, INFORMS, vol. 5(4), pages 275-297.
    3. Blanciforti, Laura & Green, Richard, 1983. "An Almost Ideal Demand System Incorporating Habits: An Analysis of Expenditures on Food and Aggregate Commodity Groups," The Review of Economics and Statistics, MIT Press, vol. 65(3), pages 511-515, August.
    4. Gordon R. Foxall, 1999. "The substitutability of brands," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 20(5), pages 241-257.
    5. Clements, Kenneth W & Johnson, Lester W, 1983. "The Demand for Beer, Wine, and Spirits: A Systemwide Analysis," The Journal of Business, University of Chicago Press, vol. 56(3), pages 273-304, July.
    6. Bewley, R. A., 1983. "Tests of restrictions in large demand systems," European Economic Review, Elsevier, vol. 20(1-3), pages 257-269, January.
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    Cited by:

    1. John Beghin & Jean-Christophe Bureau & Sophie Drogue, 2004. "Calibration of incomplete demand systems in quantitative analysis," Applied Economics, Taylor & Francis Journals, vol. 36(8), pages 839-847.
    2. Baltas, George, 2004. "A model for multiple brand choice," European Journal of Operational Research, Elsevier, vol. 154(1), pages 144-149, April.
    3. Huang, Min-Hsin & Hahn, David E. & Jones, Eugene, 2004. "Determinants Of Price Elasticities For Store Brands And National Brands Of Cheese," 2004 Annual meeting, August 1-4, Denver, CO 20235, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Min-Hsin Huang & Eugene Jones & David Hahn, 2007. "Determinants of price elasticities for private labels and national brands of cheese," Applied Economics, Taylor & Francis Journals, vol. 39(5), pages 553-563.
    5. B. Verhelst & D. Van Den Poel, 2012. "Implicit Contracts and Price Stickiness: Evidence from Customer-Level Scanner Data," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 12/776, Ghent University, Faculty of Economics and Business Administration.
    6. Michal Lukáč & Katarína Stachová & Zdenko Stacho & Gabriela Pajtinková Bartáková & Katarína Gubíniová, 2021. "Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    7. Huang, Min-Hsin & Hahn, David E. & Jones, Eugene, 2003. "A Socioeconomic Approach To Assessing Price Competition Between Private Labels And National Brands: The Case Of Shredded Cheese," 2003 Annual meeting, July 27-30, Montreal, Canada 21993, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

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