Abstract

http://ssrn.com/abstract=834824
 
 

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Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets


S. Sriram


The Stephen M. Ross School of Business at the University of Michigan

Pradeep K. Chintagunta


University of Chicago

Ramya Neelamegham


Amrita University - Amrita School of Business


Marketing Science, Forthcoming

Abstract:     
We develop a demand model for technology products that captures the effect of changes in the portfolio of models offered by a brand as well as the influence of the dynamics in its intrinsic preference on that brand's performance. In order to account for the potential correlation in the preferences of models offered by a particular brand, we use a nested logit model with the brand (e.g., Sony) at the upper level and its various models (e.g., Mavica, FD, DSC, etc.) at the lower level of the nest. Relative model preferences are captured via their attributes and prices. We allow for heterogeneity across consumers in their preferences for these attributes and in their price sensitivities in addition to heterogeneity in consumers' intrinsic brand preferences. Together with the nested logit assumption, this allows for a flexible substitution pattern across models at the aggregate level. The attractiveness of a brand's product line changes over time with entry and exit of new models and with changes in attribute and price levels. To allow for time-varying intrinsic brand preferences, we use a state-space model based on the Kalman filter, which captures the influence of marketing actions such as brand-level advertising on the dynamics of intrinsic brand preferences. Hence, the proposed model accounts for the effects of brand preferences, model attributes and marketing mix variables on consumer choice. First, we carry out a simulation study to ensure that our estimation procedure is able to recover the true parameters generating the data. Then, we estimate our model parameters on data for the U.S. digital camera market. Overall, we find that the effect of dynamics in the intrinsic brand preference is greater than the corresponding effect of the dynamics in the brand's product line attractiveness. Assuming plausible profit margins, we evaluate the effect of increasing the advertising expenditures for the largest and the smallest brands in this category and find that these brands can increase their profitability by increasing their advertising expenditures. We also analyze the impact of modifying a camera model's attributes on its profits. Such an analysis could potentially be used to evaluate if product development efforts would be profitable.

Number of Pages in PDF File: 38

Keywords: Econometric Models, Hi-Tech Marketing, Advertising, Product Line Attractiveness, Product Development, Nested Logit Models, Kalman Filter

JEL Classification: C51, D12, M37, O32

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Date posted: November 4, 2005  

Suggested Citation

Sriram, S. and Chintagunta, Pradeep K. and Neelamegham, Ramya, Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets. Marketing Science, Forthcoming. Available at SSRN: http://ssrn.com/abstract=834824

Contact Information

S. Sriram (Contact Author)
The Stephen M. Ross School of Business at the University of Michigan ( email )
Ann Arbor, MI 48109
United States
Pradeep K. Chintagunta
University of Chicago ( email )
5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
773-702-8015 (Phone)
773-702-0458 (Fax)
Ramya Neelamegham
Amrita Vishwa Vidyapeetham University - Amrita School of Business ( email )
AIMS CAMPUS
AIMS (PO)PONEKKARA
Ettimadai, Coimbatore, Tamil Nadu 641105
India
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