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| Author: | Danaher, P. Brodie, R. |
| Title: | Understanding the characteristics of price elasticities for frequently purchased packaged goods |
| Journal: | Journal of Marketing Management
2000 : NOV, VOL. 16:8, p. 917-936 |
| Index terms: | PRICES PURCHASING EMPIRICAL RESEARCH |
| Language: | eng |
| Abstract: | This study examines category and brand level factors of packaged goods to determine which ones are related to brand price elasticities. A new nonparametric method of elasticity calculation is presented that is suited to situations where detailed feature and display information is not available. To obtain results that lead to strong and reliable generalisations, the authors examine 26 categories and 110 brands using store level weekly scanner data. |
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