The relationship between the marketing mix and share of category requirements

C. B. Bhattacharya, Peter S. Fader, Leonard M. Lodish, Wayne Desarbo

Research output: Contribution to journalArticle

33 Citations (Scopus)

Abstract

A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the group of households who bought the brand at least once during the time period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing mix variables (price, promotions, retail distribution) and conduct a latent structure regression analysis of brand-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is statistically significant, in real terms the magnitude of the association is fairly low.

Original languageEnglish (US)
Pages (from-to)5-18
Number of pages14
JournalMarketing Letters
Volume7
Issue number1
DOIs
StatePublished - Jan 1 1996

Fingerprint

Marketing mix
Brand loyalty
Retail distribution
Criticism
Purchase
Regression analysis
Price promotions
Household
Brand choice

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Bhattacharya, C. B., Fader, P. S., Lodish, L. M., & Desarbo, W. (1996). The relationship between the marketing mix and share of category requirements. Marketing Letters, 7(1), 5-18. https://doi.org/10.1007/BF00557307
Bhattacharya, C. B. ; Fader, Peter S. ; Lodish, Leonard M. ; Desarbo, Wayne. / The relationship between the marketing mix and share of category requirements. In: Marketing Letters. 1996 ; Vol. 7, No. 1. pp. 5-18.
@article{c46650553f354e528af576f969d77721,
title = "The relationship between the marketing mix and share of category requirements",
abstract = "A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the group of households who bought the brand at least once during the time period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing mix variables (price, promotions, retail distribution) and conduct a latent structure regression analysis of brand-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is statistically significant, in real terms the magnitude of the association is fairly low.",
author = "Bhattacharya, {C. B.} and Fader, {Peter S.} and Lodish, {Leonard M.} and Wayne Desarbo",
year = "1996",
month = "1",
day = "1",
doi = "10.1007/BF00557307",
language = "English (US)",
volume = "7",
pages = "5--18",
journal = "Marketing Letters",
issn = "0923-0645",
publisher = "Springer New York",
number = "1",

}

Bhattacharya, CB, Fader, PS, Lodish, LM & Desarbo, W 1996, 'The relationship between the marketing mix and share of category requirements', Marketing Letters, vol. 7, no. 1, pp. 5-18. https://doi.org/10.1007/BF00557307

The relationship between the marketing mix and share of category requirements. / Bhattacharya, C. B.; Fader, Peter S.; Lodish, Leonard M.; Desarbo, Wayne.

In: Marketing Letters, Vol. 7, No. 1, 01.01.1996, p. 5-18.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The relationship between the marketing mix and share of category requirements

AU - Bhattacharya, C. B.

AU - Fader, Peter S.

AU - Lodish, Leonard M.

AU - Desarbo, Wayne

PY - 1996/1/1

Y1 - 1996/1/1

N2 - A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the group of households who bought the brand at least once during the time period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing mix variables (price, promotions, retail distribution) and conduct a latent structure regression analysis of brand-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is statistically significant, in real terms the magnitude of the association is fairly low.

AB - A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the group of households who bought the brand at least once during the time period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing mix variables (price, promotions, retail distribution) and conduct a latent structure regression analysis of brand-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is statistically significant, in real terms the magnitude of the association is fairly low.

UR - http://www.scopus.com/inward/record.url?scp=0002055685&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0002055685&partnerID=8YFLogxK

U2 - 10.1007/BF00557307

DO - 10.1007/BF00557307

M3 - Article

VL - 7

SP - 5

EP - 18

JO - Marketing Letters

JF - Marketing Letters

SN - 0923-0645

IS - 1

ER -