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A Choice Modeling Approach to Evaluate Effectiveness of Brand Development Initiatives

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  • Banerjee, Arindam
  • Awasthy Dheeraj
  • Gupta V

Abstract

We describe the application of a nested logit function for modeling brand choice using household transaction data from the Indian market. This is unique since it is one of the first attempts to integrate disparate consumer information sources available at various levels of aggregation towards developing a prediction model for brand market share. We further develop a methodology for brand market share decomposition into components that can be attributable to various explanatory variables. The implications are significant since this methodology helps in using behavioral tracking data towards developing a decision tool to evaluate marketing programs.

Suggested Citation

  • Banerjee, Arindam & Awasthy Dheeraj & Gupta V, 2003. "A Choice Modeling Approach to Evaluate Effectiveness of Brand Development Initiatives," IIMA Working Papers WP2003-01-05, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp00062
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    References listed on IDEAS

    as
    1. Maddala,G. S., 1986. "Limited-Dependent and Qualitative Variables in Econometrics," Cambridge Books, Cambridge University Press, number 9780521338257, October.
    2. Kirthi Kalyanam & Daniel S. Putler, 1997. "Incorporating Demographic Variables in Brand Choice Models: An Indivisible Alternatives Framework," Marketing Science, INFORMS, vol. 16(2), pages 166-181.
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