Market share models for weekly store-level data are useful to understand competitive structures by delivering own and cross price elasticities. These models can however not be used to examine which brands lose share to which brands during a specific period of time. It is for this purpose that we propose a new model, which does allow for such an examination. We illustrate the model for two product categories in two markets, and we provide share-switching estimates. We also demonstrate how our model can be used to decompose own and cross price elasticities.

competitive structure, elasticity decomposition, market shares, share switching, store-level scanner data
Econometric and Statistical Methods: General (jel C10), Model Construction and Estimation (jel C51), Forecasting and Other Model Applications (jel C53), Marketing (jel M31)
dx.doi.org/10.1007/s11129-005-0302-x, hdl.handle.net/1765/13799
ERIM Top-Core Articles
Quantitative Marketing and Economics
Erasmus Research Institute of Management

van Oest, R.D, & Franses, Ph.H.B.F. (2005). Which brands gain share from which brands? Inference from store-level scanner dat. Quantitative Marketing and Economics, 3(3), 281–304. doi:10.1007/s11129-005-0302-x