Abstract
Both the recent advances in econometric analysis of panel data in economics and the availability of scanner panel data in marketing have motivated marketing researchers to conduct internal analysis of market structure based on revealed preference data. This kind of analysis allows the analyst to infer brand positions in an attribute space from preference and choice data, given a market in which consumers have heterogeneous tastes for attributes. Extant market structure models based on disaggregate panel data are probabilistic models that provide spatial representations of market structure but if a few products share the same brand name across product categories, consumer perceptions of product locations sharing the same brand name may be interdependent. The main contribution of this paper is to present a probabilistic spatial panel data model that allows the positions of products sharing the same name to be correlated across product categories.
Published Version
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