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Title:Visualization of competitive market structure by means of choice data PDF Logo
Authors:Kunz, Werner
Issue Date:2007
Series/Report no.:SFB 649 discussion paper 2007,032
Abstract:This paper presents a method for visualizing competitive market structures based on scanner panel date where asymmetries are taken into account. For this, I combined consumer choice models based on mixed logit models with three-mode principal component analysis. This approach can be used to unfold a competitive market structure map. The methodology presented is able to quantify the clout and receptivity of various brands. The results can then be visualized over time. Using this approach, guidelines for promotional activities of new brands can be provided, and possible threats from the competition detected.
Subjects:Three-mode PCA
joint plots
market structure analysis
Document Type:Working Paper
Appears in Collections:SFB 649 Discussion Papers, HU Berlin

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