Advertisement

A note on measuring competition for FMCG markets

  • Udo Wagner
  • Wolfgang Weitzl
Chapter

Zusammenfassung

Retailing in general as well as a number of different aspects of distribution are amongst Professor Möhlenbruch’s research areas (Möhlenbruch, 1994). This paper relates to his interest in assortment decisions and concentrates on fast moving consumer goods [FMCG] which represent product categories of particular importance for retailers. The very nature of this kind of goods permitted regular collection of sales data already in the sixties of the last century making these data accessible to management decision making and scientific research. Professor Ehrenberg was probably one of the first scholars who analyzed purchases of FMCG to a greater extent.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Bass, F. M., Jeuland, A., Wright, G. P. (1976): Equilibrium stochastic choice and market penetration theories: Derivations and comparisons, in: Management Science, Vol. 22, June, p. 1051-1063.CrossRefGoogle Scholar
  2. Butler, D. H., Butler, B. E. (1970, 1971): HendroDynamics: Fundamental laws of consumer dynamics, Chapter I and II., The Hendry Corporation.Google Scholar
  3. Chatfield, C., Goodhardt, G. J. (1975): Results concerning brand choice, in: Journal of Marketing Research, Vol. 12, February, p. 110-113.CrossRefGoogle Scholar
  4. Chen, F. (2008): The Dirichlet Package, Available online: http://cran.rproject.org/src/contrib/Archive/dirichlet/.Google Scholar
  5. Ehrenberg, A. S. C. (1979): The switching constant, in: Management Science, Vol. 25, p. 703-705.Google Scholar
  6. Ehrenberg, A. S. C. (1988, first edition 1972): Repeat-buying–facts, theory and applications. London, Charles Griffin.Google Scholar
  7. Ehrenberg, A. S. C., Goodhardt, G. J. (1974): The Hendry brand-switching coefficient, in: Admap, Vol. 10, p. 232-238.Google Scholar
  8. Ehrenberg, A. S. C., Uncles, M. D., Goodhardt, G. J. (2004): Understanding brand performance measures: using Dirichlet benchmarks, in: Journal of Business Research, Vol. 57, p. 1307-1325.CrossRefGoogle Scholar
  9. Goodhardt, G. J., Ehrenberg, A. S. C., Chatfield, C. (1984) The Dirichlet: A comprehensive model of buying behavior, in: Journal of the Royal Statistical Society, Vol. 5, p. 621-655.Google Scholar
  10. Herniter, J. (1973): An entropy model of brand purchase behavior, in: Journal of Advertising Research, Vol. 10, p. 361-375.Google Scholar
  11. Jeuland, A. P., Bass, F. M., Wright, G. P. (1980): A multibrand stochastic model compounding heterogeneous Erlang timing and multinomial choice processes, in: Operations Research, Vol. 28, No. 2, p. 255-277.CrossRefGoogle Scholar
  12. Kalwani, M. U., Morrison, D. G. (1977): A parsimonious description of the Hendry system, in: Management Science, Vol. 23, No. 5, p. 467-477.CrossRefGoogle Scholar
  13. Little, J. D. C. (2004): Comments on ‘Models and managers: The concept of a decision calculus’, in: Management Science, Vol. 50, No. 12, p. 1854-1860.CrossRefGoogle Scholar
  14. Lukacs, E. (1955): A characterisation of the gamma distribution, in: Annals of Mathematical Statistics, Vol. 26, June, p. 319-324.CrossRefGoogle Scholar
  15. Möhlenbruch, D. (1994): Sortimentspolitik im Einzelhandel – Planung und Steuerung, Wiesbaden, Gabler.CrossRefGoogle Scholar
  16. Möhlenbruch, D. F., Ritschel, F., Sinning, F. (2009): Einsatzmöglichkeiten des Customer Profiling im Kundenrückgewinnungsmanagement des E-Retailing, in: Betriebswirtschaftliche Diskussionsbeiträge der Martin-Luther-Universität Halle-Wittenberg, Vol. 78.Google Scholar
  17. Morrison, D. G., Schmittlein, D. C. (1988): Generalizing the NBD model for customer purchases: what are the implications and is it worth the effort?, in: Journal of Business and Economic Statistics, Vol. 6, April, p. 145-159.Google Scholar
  18. Mosiman, J. E. (1962): On the compound multinomial distribution, the multivariate beta distribution, and correlations among proportions, in: Biometrika, Vol. 49, p. 65-82.Google Scholar
  19. Nadarajah, S., Kotz, S. (2006): Closed form expressions for brand performance measures, in: Marketing Bulletin, Vol. 17, Technical Note 1.Google Scholar
  20. Rubinson, J. R., Vanhonackeer, W. R., Bass, F. M. (1980): On ‘A parsimonious description of the Hendry system’, in: Management Science, Vol. 26, No. 2, p. 215-226.CrossRefGoogle Scholar
  21. Schmittlein, D. C., Bemmaor, A. C., Morrison, D. G. (1985): Why does the NBD model work? Robustness in representing product purchases, brand purchases and imperfectly recorded purchases, in: Marketing Science, Vol. 4, No. 3, p. 255-266.CrossRefGoogle Scholar
  22. Schmittlein, D. C., Morrison, D. G., Colombo, R. (1987): Counting your customers: Who are they and what will they do next?, in: Management Science, Vol. 33, No. 1, p. 1-24.CrossRefGoogle Scholar
  23. Herniter, J. (1973): An entropy model of brand purchase behavior, in: Journal of Advertising Research, Vol. 10, p. 361-375.Google Scholar
  24. Jeuland, A. P., Bass, F. M., Wright, G. P. (1980): A multibrand stochastic model compounding heterogeneous Erlang timing and multinomial choice processes, in: Operations Research, Vol. 28, No. 2, p. 255-277.CrossRefGoogle Scholar
  25. Kalwani, M. U., Morrison, D. G. (1977): A parsimonious description of the Hendry system, in: Management Science, Vol. 23, No. 5, p. 467-477.CrossRefGoogle Scholar
  26. Little, J. D. C. (2004): Comments on ‘Models and managers: The concept of a decision calculus’, in: Management Science, Vol. 50, No. 12, p. 1854-1860.CrossRefGoogle Scholar
  27. Lukacs, E. (1955): A characterisation of the gamma distribution, in: Annals of Mathematical Statistics, Vol. 26, June, p. 319-324.CrossRefGoogle Scholar
  28. Möhlenbruch, D. (1994): Sortimentspolitik im Einzelhandel – Planung und Steuerung, Wiesbaden, Gabler.CrossRefGoogle Scholar
  29. Möhlenbruch, D. F., Ritschel, F., Sinning, F. (2009): Einsatzmöglichkeiten des Customer Profiling im Kundenrückgewinnungsmanagement des E-Retailing, in: Betriebswirtschaftliche Diskussionsbeiträge der Martin-Luther-Universität Halle-Wittenberg, Vol. 78.Google Scholar
  30. Morrison, D. G., Schmittlein, D. C. (1988): Generalizing the NBD model for customer purchases: what are the implications and is it worth the effort?, in: Journal of Business and Economic Statistics, Vol. 6, April, p. 145-159.Google Scholar
  31. Mosiman, J. E. (1962): On the compound multinomial distribution, the multivariate beta distribution, and correlations among proportions, in: Biometrika, Vol. 49, p. 65-82.Google Scholar
  32. Nadarajah, S., Kotz, S. (2006): Closed form expressions for brand performance measures, in: Marketing Bulletin, Vol. 17, Technical Note 1.Google Scholar
  33. Rubinson, J. R., Vanhonackeer, W. R., Bass, F. M. (1980): On ‘A parsimonious description of the Hendry system’, in: Management Science, Vol. 26, No. 2, p. 215-226.CrossRefGoogle Scholar
  34. Schmittlein, D. C., Bemmaor, A. C., Morrison, D. G. (1985): Why does the NBD model work? Robustness in representing product purchases, brand purchases and imperfectly recorded purchases, in: Marketing Science, Vol. 4, No. 3, p. 255-266.CrossRefGoogle Scholar
  35. Schmittlein, D. C., Morrison, D. G., Colombo, R. (1987): Counting your customers: Who are they and what will they do next?, in: Management Science, Vol. 33, No. 1, p. 1-24.CrossRefGoogle Scholar
  36. Stern, P., Ehrenberg, A. S. C. (1995): The market performance of pharmaceutical     brands, in: Marketing and Research Today, November, p. 285-292.Google Scholar
  37. Uncles, M. D., Ehrenberg, A. S. C., Hammond, K. (1995): Patterns of buyer behavior: Regularities, models, and extensions, in: Marketing Science, Vol. 14, No. 3, Part 2 of 2, p. G71-G78.CrossRefGoogle Scholar
  38. Wagner, U., Taudes, A. (1986): A multivariate Polya model of brand choice and purchase incidence, in: Marketing Science, Vol. 5, No. 3, p. 219-244.CrossRefGoogle Scholar
  39. Wagner, U., Taudes, A. (1991): Micro dynamics of new product purchase - a model incorporating both marketing and consumer-specific variables, in: International Journal of Research in Marketing, Vol. 8, No. 3, p. 223-249.CrossRefGoogle Scholar
  40. Wright, M., Riebe, E. (2010): Double jeopardy in brand defection, in: European Journal of Marketing, Vol. 44, No. 6, p. 860-873.CrossRefGoogle Scholar

Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.WienÖsterreich

Personalised recommendations