ANNAM An Artificial Neural Net Attraction Model to Analyze Market Shares
نویسنده
چکیده
The marketing literature so far only considers attraction models with strict functional forms. Greater exibility can be achieved by the neural net based approach introduced which assesses brands' attraction values by means of a perceptron with one hidden layer. Using log-ratio transformed market shares as dependent variables stochastic gradient descent followed by a quasiNewton method estimates parameters. For store-level data the neural net model performs better and implies a price response qualitatively di erent from the well-known MNL attraction model. Price elasticities of these competing models also lead to speci c managerial implications.
منابع مشابه
An Artificial Neural Net Attraction Model (ANNAM) to Analyze Market Share Effects of Marketing Instruments
Attraction models are very popular in marketing research for studying the e ects of marketing instruments on market shares. However, so far the marketing literature only considers attraction models with certain functional forms that exclude threshold or saturation e ects on attraction values. We can achieve greater exibility by using the neural net based approach introduced here. This approach ...
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