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Modelo logit multinomial y regresion con variables ficticias: una aplicacion regional al sector lacteo

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  • Barreiro, Jose Manuel
  • Ruzo, Emilio
  • Losada, Fernando

Abstract

La creación de marcas fuertes es una de las principales estrategias utilizadas por las empresas en la actualidad con el objeto de lograr una ventaja competitiva. De este modo, uno de los principales problemas que se plantean es la valoración de este activo, cuestión recogida ampliamente en numerosas investigaciones previas. En el presente trabajo se establece una aproximación al valor de marca desde el ámbito comercial, centrado en el proceso de elección del consumidor, utilizando para ello dos metodologías alternativas, un modelo logit multinomial y un modelo de regresión con variables ficticias. Para ello se emplearán los datos de ventas obtenidos del escáner óptico de un distribuidor detallista sobre las marcas del sector lácteo vendidas en una región específica.

Suggested Citation

  • Barreiro, Jose Manuel & Ruzo, Emilio & Losada, Fernando, 2004. "Modelo logit multinomial y regresion con variables ficticias: una aplicacion regional al sector lacteo," Economic Development 81, University of Santiago de Compostela. Faculty of Economics and Business. Econometrics..
    • Handle: RePEc:eaa:ecodev:81
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