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Consumer packaged goods in the United States: national brands, local branding
The authors describe geographic patterns in the market shares of national brands using a large longitudinal scanner database that spans many consumer packaged goods (CPG) categories and US regional markets. For a typical national brand, the magnitude of the geographic variation in market shares, perceived quality levels, and degree of local dominance places in question the concept and relevance of a "national brand." Specifically, the data exhibit several empirical regularities for market shares of national brands in CPG categories. Overall, the surprisingly large amount of information contained in the geographic dimension of these CPG categories might challenge some of the general knowledge based typically on single-market time-series analysis. To the extent that cross-market variation in shares contains information about the long-term (or steady-state) outcomes of marketing investments, the use of geographic variation in shares could improve the accuracy and precision of estimated marginal effects of marketing variables. In addition to documenting striking new empirical regularities in geographic data, the data description points toward several worthwhile topics for debate and further research using CPG data.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Brands Geography Consumer goods Time series Market shares studies Measures of variability |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |