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ANNAM. An artificial neural net attraction model to analyze market shares.

Hruschka, Harald (1999) ANNAM. An artificial neural net attraction model to analyze market shares. Working Papers SFB "Adaptive Information Systems and Modelling in Economics and Management Science", 32. SFB Adaptive Information Systems and Modelling in Economics and Management Science, WU Vienna University of Economics and Business, Vienna.

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Abstract

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 quasi-Newton method estimates parameters. For store-level data the neural net model performs better and implies a price response qualitatively different from the well-known MNL attraction model. Price elasticities of these competing models also lead to specific managerial implications. (author's abstract)

Item Type: Paper
Keywords: market share models / attraction models / artificial neural networks
Divisions: Departments > Informationsverarbeitung u Prozessmanag. > Produktionsmanagement > Taudes
Departments > Finance, Accounting and Statistics > Statistics and Mathematics
Departments > Marketing > Service Marketing und Tourismus
Departments > Informationsverarbeitung u Prozessmanag. > Informationswirtschaft
Depositing User: Repository Administrator
Date Deposited: 04 Mar 2002 13:58
Last Modified: 10 Jan 2015 08:10
URI: http://epub.wu.ac.at/id/eprint/998

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