Abstract #300283


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JSM 2002 Abstract #300283
Activity Number: 134
Type: Invited
Date/Time: Monday, August 12, 2002 : 2:00 PM to 3:50 PM
Sponsor: Business & Economics Statistics Section*
Abstract - #300283
Title: Incorporating Brand Familiarities, Perceptions and Preferences in Market Structure Analysis
Author(s): Terry Elrod*+ and Peter Lenk
Affiliation(s): University of Alberta and University of Michigan
Address: , , Alberta, , CANADA
Keywords: structural equation models ; ordinal data analysis ; Markov chain Monte Carlo
Abstract:

Marketers use market structure analyses to understand the extent to which different brands compete for the same customers. With few exceptions, current models analyze either consumer preferences/choices for brands, or customer perceptions of brands, but not both. We describe and estimate a Bayesian model of market structure that utilizes customer information about brand familiarity, preferences, and perceptions to reveal market structure.


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