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ERIC Number: EJ885034
Record Type: Journal
Publication Date: 2010
Pages: 16
Abstractor: As Provided
ISSN: ISSN-0160-8061
Substitutability and Independence: Matching Analyses of Brands and Products
Foxall, Gordon R.; Wells, Victoria K.; Chang, Shing Wan; Oliveira-Castro, Jorge M.
Journal of Organizational Behavior Management, v30 n2 p145-160 2010
This article presents a comprehensive examination of panel data for 1,847 consumers and 2,209 brands of "biscuits" (a total of 76,682 records) in which matching analysis is employed to define brand substitutability and potential product clusters within the overall category. The results indicate that, while brands performed as expected as perfect substitutes for one another, five subcategories of biscuits into which the brands were divided (chocolate biscuit countlines, chocolate-coated biscuits, filled biscuits, plain sweet biscuits, and savory biscuits) generally performed as separate products. Matching provided a graded measure of substitutability/nonsubstitutability of brands and products, and thereby contributed to their definition. (Contains 2 tables.)
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A