Template-Type: ReDIF-Paper 1.0
Author-Name: Fok, D.
Author-Name-Last: Fok
Author-Name-First: Dennis
Author-Name: Franses, Ph.H.B.F.
Author-Name-Last: Franses
Author-Name-First: Philip Hans
Author-Person: pfr226
Title: Forecasting Market Shares from Models for Sales
Abstract: Dividing forecasts of brand sales by a forecast of category sales, when they are generated from brand specific sales-response models, renders biased forecasts of the brands' market shares. In this paper we therefore propose an easy-to-apply simulation-based method which results in unbiased forecasts of the market shares. An illustration for five tuna fish brands emphasizes the practical relevance of the advocated method.
Creation-Date: 2000-03-29
File-URL: https://repub.eur.nl/pub/12/erimrs20000329133142.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2000-03-MKT
Classification-JEL: C53, M, M31
Keywords: forecasting, market shares, sales models
Handle: RePEc:ems:eureri:12