Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/9919
Title: A brand share prediction model based on disparate sources of data from the Mumbai market
Authors: Banerjee, Arindam
Keywords: Market;Mumbai;Brand-share
Issue Date: 25-Oct-2004
Abstract: We describe the application of a nested logit function for modelling consumer brand choice using household transaction data from the Indian market. This is unique since it is one of the first attempts to integrate disparate consumer information sources available at various levels of aggregation towards developing a prediction model for brand market share in India. We test the usefulness of the model for forecasting brand market share in the premium detergents market in Mumbai, India. The results of the model building exercise reveal the importance of advertising, specifically the role of ad message in influencing brand choice. It is concluded that such modelling initiatives show significant returns for market planning exercises in developing markets. However, the need for streamlining the collection of market data and its subsequent organization in a form that can help develop more portent prediction models is apparent.
Description: Asia Pacific Journal of Marketing and Logistics, Vol. 16, No. 3, (2004)
URI: http://hdl.handle.net/11718/9919
Appears in Collections:Journal Articles

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