A Logit Model of Brand Choice Calibrated on Scanner Data
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Three short term market response measures are calculated from the model: regular shelf price elasticity of share, percent share increase from a promotion with a median price cut, and promotional price cut elasticity of share. Responsiveness varies across brand-sizes in a systematic way with large share brand-sizes showing less responsiveness in percentage terms. On the basis of the model a quantitative picture emerges of groups of loyal customers who are relatively insensitive to marketing actions and a pool of switchers who are quite responsive.