Estimação conjunta das elasticidades: preço da escolha da marca e da quantidade comprada com dados escaneados

• Ano de defesa: 2003
• Autor(a) principal: Botelho, Delane
• Orientador(a): Urdan, André Torres
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Administração mercadológica; Dados escaneados; Elasticidade - preço; Varejo no Brasil; Modelo logit; Escolha do consumidor
• Link de acesso: https://hdl.handle.net/10438/2584

The main objective of this dissertation is to estimate the joint price-elasticity of demand, decomposed in brand choice and quantity price-elasticity, and discuss the implications of this decomposition for a specific product category, using a scanner data sample of Brazilian households. Eight hypotheses were tested through two models. The first one refers to the rand choice decision, and a conditional logit model based on household utility maximization was used. The second one encompassed demand equations, modeled through classical linear regressions. Both models were specified to test the dependence of the two purchase decisions. Regarding to the validity, the brand choice model demonstrated a satisfactory prevision power, compared to similar studies in the literature. Managerial implications include specific price decisions to each brand, as the nature of the price-elasticity decomposition varies among brands.