search query: @author Mayhew, G. E. / total: 1
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| Author: | Mayhew, G. E. |
| Title: | A measure of the value of marketing in packaged goods |
| Journal: | Marketing Letters
1997 : APR, VOL. 8:2, p. 217-228 |
| Index terms: | VALUE ANALYSIS CONSUMERS WELFARE NEW PRODUCTS ECONOMETRIC MODELS |
| Language: | eng |
| Abstract: | This study presents an econometric methodology for use with scanner panel data based on the multinomial logit model to estimate the consumer welfare changes result form changes in activity in marketing. The study presents two applications of the model: The value to consumers of the introduction of the first plastic ketchup bottle and the value of changes to the choice set of yogurt, including a brand replacement, the addition of a new brand and a line extension. Consumer welfare gains associated with the changes are small, while statistically significant. |
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