Predicting Choice Shares Under Conditions of Brand Interdependence

JourTUJl of Marketmg Research Vol XXI (November 1984), 420-34

15 Pages Posted: 12 Jun 2020

See all articles by Wagner A. Kamakura

Wagner A. Kamakura

Rice University

Rajendra K. Srivastava

Singapore Management University - Lee Kong Chian School of Business

Date Written: 1984

Abstract

The authors discuss some shortcomings of probabilistic choice models which do not capture product interdependencies. When substitutional relationships are present in the marketplace, these models may lead to biased estimates for choice/market shares. A probabilistic choice model which accounts for the interdependence among choice alternatives is proposed. This model uses parsimonious parameterization and relies on parameters which are not related to specific alternatives in the choice set.

The model is compared with two other probabilistic choice models in terms of goodness of fit and predictive ability.

Suggested Citation

Kamakura, Wagner A. and Srivastava, Rajendra K., Predicting Choice Shares Under Conditions of Brand Interdependence (1984). JourTUJl of Marketmg Research Vol XXI (November 1984), 420-34, Available at SSRN: https://ssrn.com/abstract=2428909

Wagner A. Kamakura (Contact Author)

Rice University ( email )

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

Rajendra K. Srivastava

Singapore Management University - Lee Kong Chian School of Business ( email )

469 Bukit Timah Road
Singapore 912409
Singapore

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