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Which Brands gain Share from which Brands? Inference from Store-Level Scanner Data

Author

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  • Rutger van Oest

    (Tilburg University)

  • Philip Hans Franses

    (Faculty of Economics, Erasmus Universiteit Rotterdam)

Abstract

Market share models for weekly store-level data are useful to understand competitive structures by delivering own and cross price elasticities. These models can however not be used to examine which brands lose share to which brands during a specificperiod of time. It is for this purpose that we propose a new model, which does allow for such an examination. We illustrate the model for two product categories in two markets, and we show that our model has validity in terms of both in-sample fit and out-of-sample forecasting. We also demonstrate how our model can be used to decompose own and cross price elasticities to get additional insights into the competitive structure.

Suggested Citation

  • Rutger van Oest & Philip Hans Franses, 2003. "Which Brands gain Share from which Brands? Inference from Store-Level Scanner Data," Tinbergen Institute Discussion Papers 03-079/4, Tinbergen Institute.
    • Handle: RePEc:tin:wpaper:20030079
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    References listed on IDEAS

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    2. Eric Anderson & Nanda Kumar, 2007. "Price competition with repeat, loyal buyers," Quantitative Marketing and Economics (QME), Springer, vol. 5(4), pages 333-359, December.

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    More about this item

    Keywords

    competitive structure; elasticity decomposition; market shares; share-switching; store-level scanner data;
    All these keywords.

    JEL classification:

    • C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
    • C53 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Forecasting and Prediction Models; Simulation Methods
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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