Journal article
Identifying Multiple Preference Segments from Own- and Cross-Price Elasticities
Marketing letters, Vol.4(1), pp.5-18
01/01/1993
DOI: 10.1007/BF00994183
Abstract
The authors develop an approach to decompose a market-level matrix of own-and cross-price elasticities to reveal potentially overlapping preference segments. The approach is grounded on the premise that markets may be represented by a parsimonious number of relatively homogeneous segments. Market-level elasticities are expressed as functions of segment weights and within-segment market shares. These relationships permit segment weights and within-segment market shares to be estimated from the market-level elasticity matrix and patterns of brand substitutabil¡ty to be analyzed. The approach is illustrated with data on the grocery coffee category.
Details
- Title: Subtitle
- Identifying Multiple Preference Segments from Own- and Cross-Price Elasticities
- Creators
- Gary J. RussellRandolph E. Bucklin - Anderson Graduate School of Management, University of California, Los AngelesV. Srinivasan - Stanford University
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.4(1), pp.5-18
- Publisher
- Kluwer Academic Publishers
- DOI
- 10.1007/BF00994183
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Language
- English
- Date published
- 01/01/1993
- Academic Unit
- Marketing
- Record Identifier
- 9984380397402771
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