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Internal analysis of asymmetric competitive market strucuture using supermarket aggregate data Open Access


Other title
internal analysis
Bayesian technique
market structure
aggregate date
asymmetric competition
Type of item
Degree grantor
University of Alberta
Author or creator
Wu, Fang
Supervisor and department
Messinger, Paul (Department of Marketing, Business Economics and Law)
Elrod, Terry(Department of Marketing, Business Economics and Law)
Examining committee member and department
Lin, Yuanfang (Department of Marketing, Business Economics and Law)
Swait, Joffre (Department of Marketing, Business Economics and Law)
Montgomery, Alan (Department of Marketing)
Eckert, Andrew (Department of Economics)
Department of Marketing, Business Economics and Law

Date accepted
Graduation date
Doctor of Philosophy
Degree level
This dissertation proposes two internal analyses of market structure that can be applied to widely available store-level brand sales and price data. The methodologies, based on either a sales response model (a reduced-form model) or a discrete choice formulation (a structural model), enable researchers to identify the latent asymmetric competitive structure within a pre-defined market. Chapter 2 estimates a market map of competitive brand relationships that are assumed to jointly underlie cross-price elasticities, own-price elasticities, and brand-specific intercepts in a sales response (i.e., market demand) model. The methodology uses an adaptive Bayesian approach to stabilize the estimation of demand parameters by sharing information across different brands and different model components in a set of demand equations. Drawing upon recent psychometric research, I express the asymmetries present in cross-price elasticities as the difference between what I refer to as brand power parameters, and I identify relationships between a focal brand’s power parameter, clout, vulnerability, own-price elasticity, and spatial density. I apply the model separately for two datasets that consist of weekly sales and prices for beer and soft drinks. Chapter 3 proposes a utility-based structural model and shows how the combination of the aggregate scanner data and forced switching data can help estimate a market map directly from a utility-based formulation. The utility function specification accounts for both vertical and horizontal differentiation across alternatives, and also incorporates consumer heterogeneity. The specification is modeled to underlie both market outcomes (e.g., unit sales) and forced switching behavior. Conceptually, the proposed model relates the concept of asymmetric competition with fundamental parameters present in the utility function. The two models developed in this dissertation represent complementary ways of conducting internal analysis of market structure. Chapter 4 discusses the relative advantages and disadvantages of each for application in different contexts. Chapter 1 introduces the topic of market structure analysis and summarizes antecedent research streams that have addressed this topic.
License granted by fang wu ( on 2011-08-24T23:08:30Z (GMT): Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of the above terms. The author reserves all other publication and other rights in association with the copyright in the thesis, and except as herein provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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