A Multiperiod Analysis of Market Segments and Brand Efficiency in the Competitive Carbonated Beverage Industry

Abstract

Measurement and evaluation of sales response, in a multiattribute sense, for a product in the usual marketing environment of competing brands has been and continues to be an exceedingly complex and difficult task. It is made more so by the inability to obtain either comprehensive data or sample data that are free from noise factors, not all of which are recognized a priori or a posteriori. For example, even a casual review of the marketing literature would lead one to conclude that even in a heavily researched area such as the advertising—sales response curve there is little conclusive evidence as to the shape of these curves, and that all such investigations are limited by vitrue of ignoring interactions of marketing mix variables. These studies also, of course, treat only one response variable at a time.