Using Duplication of Purchase Analysis to Reveal Brand Sub-Markets: The Case of OTC Pain Relief Tablets

7 Pages Posted: 29 Sep 2017 Last revised: 14 Jun 2019

See all articles by John Dawes

John Dawes

University of South Australia - Ehrenberg-Bass Institute

Date Written: September 30, 2017

Abstract

This study analyzes the extent to which the top 8 brands in the US OTC pain relief tablet market share their buyers with each other. The study uses the Duplication of Purchase Analysis method. It shows that brands in this market overall follow the Duplication of Purchase Law, namely that each brand shares its buyers with other brands in-line with how big those other brands are. Furthermore, several ‘partitions’ are identified: Aspirin brands share buyers more with each other than expected, so do Ibuprofen brands but to a lesser extent.

Keywords: Brand buying, Duplication of Purchase, Partitions, Brand-switching, OTC Drugs

JEL Classification: M31

Suggested Citation

Dawes, John, Using Duplication of Purchase Analysis to Reveal Brand Sub-Markets: The Case of OTC Pain Relief Tablets (September 30, 2017). Available at SSRN: https://ssrn.com/abstract=3044190 or http://dx.doi.org/10.2139/ssrn.3044190

John Dawes (Contact Author)

University of South Australia - Ehrenberg-Bass Institute ( email )

GPO Box 2471
Adelaide, 5001
Australia

HOME PAGE: http://www.johndawes.info

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