Evaluation of Price Elasticity and Brand Loyalty in Milk Products | Zendy

Natsuki Sano | Zendy; Syusuke Tamura | Zendy; Katsutoshi Yada | Zendy; Tomomichi Suzuki | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

Evaluation of Price Elasticity and Brand Loyalty in Milk Products

Author(s) -

Natsuki Sano,

Syusuke Tamura,

Katsutoshi Yada,

Tomomichi Suzuki

Publication year - 2014

Publication title -

procedia computer science

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.334

H-Index - 76

ISSN - 1877-0509

DOI - 10.1016/j.procs.2014.08.213

Subject(s) - multinomial logistic regression , brand loyalty , computer science , price elasticity of demand , database transaction , elasticity (physics) , loyalty , microeconomics , advertising , econometrics , marketing , business , economics , database , machine learning , materials science , composite material

Basic necessities are generally said to be price inelastic in comparison with luxury goods. However, within the former group, it is not easy to differentiate between milk products using factors other price. Therefore, price could be an important factor when deciding between milk products. In this study, we verify the hypothesis that milk products are price elastic based on customer transaction data. If milk products are non-elastic in terms of price, we consider that people's choice of brand is decided by factors other than price, such as brand loyalty, which we then evaluate using a multinomial logit model

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research