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Understanding Brand Competition Using Micro and Macro Scanner Data

Russell, Gary and Kamakura, Wagner A., Understanding Brand Competition Using Micro and Macro Scanner Data, Journal of Marketing Research, Vol. XXXI (1994).

15 Pages Posted: 14 Apr 2014  

Gary Russell

University of Iowa - Henry B. Tippie College of Business

Wagner A. Kamakura

Rice University

Date Written: May 1994

Abstract

Recent advances in data gathering through checkout scanners have pro­duced vast amounts of data on the actual behavior of consumers in the mar­ketplace, creating new opportunities for managers and researchers to under­ stand competition and consumers' response to the marketing mix. Previous analyses of this data in the literature have focused either at the household (micro) or store (macro) level. The authors propose a method of enriching the analysis of competitive behavior by combining the in-depth consumer in­ formation obtained from a micro-level household scanner panel with the com­prehensive market data supplied by a macro-level retail-tracking panel. The approach offers the manager detailed information about consumers (e.g., identification of consumer segments in terms of brand preferences and socio­economic characteristics) along with strategic diagnostics of the product­ market (e.g., the sensitivity of the market to price promotions, impact of a brand's strategy on competitors, vulnerability of the brand to competitive actions).

Suggested Citation

Russell, Gary and Kamakura, Wagner A., Understanding Brand Competition Using Micro and Macro Scanner Data (May 1994). Russell, Gary and Kamakura, Wagner A., Understanding Brand Competition Using Micro and Macro Scanner Data, Journal of Marketing Research, Vol. XXXI (1994).. Available at SSRN: https://ssrn.com/abstract=2424841

Gary Russell (Contact Author)

University of Iowa - Henry B. Tippie College of Business ( email )

Acquisitions
5020 Main Library
Iowa City, IA 52242-1000
United States

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

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