Choice modeling approach to evaluate effectiveness of brand development initiatives by Arindam Banerjee and others (Working Paper, No. 2003-01-05)

By: Contributor(s): Material type: TextTextPublication details: Ahmedabad Indian Institute of Management 2003 Description: 26 pSubject(s): DDC classification:
  • WP 2003-01-05 (1745)
Summary: 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.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode
Working Paper Vikram Sarabhai Library WP 2003-01-05 (1745) (Browse shelf(Opens below)) Available WP001745

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.

There are no comments on this title.

to post a comment.