Analyse fonctionnelle elementaire by Willem M.

By Willem M.

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The first model variant, DMl, considers two types ofreference prices. Every consumer has a reference price for every brand but, in addition, he considers an average reference price that·is equal for all brands, but whose influence on other brands can vary. We assume that this common average reference price is inftuenced by the average price of the preceding period, the sales volume of the preceding period, a linear trend and autoregressive effects of the latent variable up to the second order. The entire model can be represented in the form of an equation system (see Table 2).

2(010). The asymmetric sales effect of price promotions favouring high-quality brands has been an important topic for both marketing practitioners and academics. Another important jssue relating to price promotions has been its dynamic effect on sales or shares. A brand's price reduction in a certain period would have an effect on the future sales of both its own brand and the other brands. The phenomenon is called lag effect. Several time-series studies also showed that a brand's price decrease in a future time period significantly influences consumer demand in the current time period, when buyers could anticipate in advance the future price deals.

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