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Analyzing brand competition across subcategories
The authors develop a sales model to assess cross-category price effects that are specific to individual items (stockkeeping units) from store-level sales data. Previous cross-category studies have typically assumed that the cross-category effects are the same across brands and stockkeeping units, because the potential number of parameters to be estimated is large. The authors address this problem by using Bayesian methods to capture the variability of cross-category price effects across items and across stores. The importance of estimating cross-category effects at the item/brand level is illustrated by their empirical analyses on the competition between national- and store-brand items of three orange juice subcategories (refrigerated, frozen, and shelf stable). The results show different price effects among the national brands and between national brands and private label brands. The competition between national brand and private label items is stronger than that among national brand items, which in turn is stronger than the competition among the private label items. Notably, the authors find asymmetrical price competition between national brands and private labels not only within but also across subcategories. The authors' model suggests the implementation of price zones at a more granular level than the current practice. Although they focus on the retailer's perspective, the authors' approach can also provide insights for manufacturers. .Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Competition Retailing House Brands Pricing policies studies Manufacturers Bayesian analysis |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |