Analysis of the competitive structure in branded consumer goods markets

S. Brasini
In this paper we examine the Italian coffee market competitive structure during the period 1989-1992. Some market share response functions related to the most important brands are analyzed. By means of the estimates of an attraction model (Multinornial Logit or MNL) with differential cross-competitive effects we get useful information about the influence of some marketing-mix elements on brands market share. We can also evaluate the so-called baseline market share. The results point out that in...