Diagnosing competitive reactions using (aggregated) scanner data
Article Abstract:
The weekly scanner data obtained at the retail level was used to analyze competitive reactions. It is indicated that competing prices and features have more significant effects than other promotional variables. The use of multiple competitive reactions is also seen as widely occuring although there is a tendency to use the same marketing variable than a different one. The need to understand the nature of competitive reactions made at the retailer level can have a basis in scanner data.
Publication Name: International Journal of Research in Marketing
Subject: Business, international
ISSN: 0167-8116
Year: 1992
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Competitive reaction- and feedback effects based on VARX models of pooled store data
Article Abstract:
A study estimates a fixed effects Vector AutoRegressive model with eXogenous variables (VARX) with dynamic and interactive effects for multiple brands based on pooled time series and cross-sectional data for two product categories. Findings indicate that the role of cross-brand feedback effects is greater than the role of traditional competitive reaction effects, and that intra-firm effects, or internal decisions, also play an important role.
Publication Name: International Journal of Research in Marketing
Subject: Business, international
ISSN: 0167-8116
Year: 2005
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- Abstracts: Competitive reaction versus consumer response: Do managers overreact? Building models for marketing decisions: past, present and future
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