search query: @indexterm MARKETING MIX / total: 205
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| Author: | Kumar, P. Divakar, S. |
| Title: | Size does matter: analyzing brand-size competition using store level scanner data. |
| Journal: | Journal of Retailing
1999 : SPR, VOL. 75:1, p. 59-76 |
| Index terms: | Marketing mix Consumer behaviour Brands |
| Language: | eng |
| Abstract: | The authors investigate the pattern of competition at the brand-size level and examine how the marketing-mix elasticities differ at brand-size level from those at the aggregate brand level. They propose and test alternative hierarchical market structure classification based on brand sizes using scanner data for the potato chips and peanut in two cities. Managerial implications are obtained from estimation at the brand-size level as compared to aggrecate brand level. |
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