A Time Series Analysis to Asymmetric Marketing Competition Within a Market Structure

Francisco F. R. Ramos
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Francisco F. R. Ramos: Faculty of Economics, University of Porto, Portugal

Microeconomics from University Library of Munich, Germany

Abstract: As a complementary to the existing studies of competitive market structure analysis, the present paper proposed a time series methodology to provide a more detailed picture of marketing competition in relation to competitive market structure. Two major hypotheses were tested as part of this project. First, it was found that some significant cross- lead and lag effects of marketing variables on sales between brands existed even between differents submarkets. second, it was found that high quality brands were able to have the cross-lead and lag effects on the sales of other high quality brands and low quaklity brands while the reverse was not true, supporting the theory of asymmetric switching or sales effects of marketing variables even for the case of durables. Scientific and managerial implications were presented and some future research directions were suggested.

Keywords: Asymmetric switching; Automobile market; Cross-lag(lead) effects; Marketing; Multiple time series analysis; Sales effects (search for similar items in EconPapers)
JEL-codes: C19 D49 M31 M37 (search for similar items in EconPapers)
Pages: 24 pages
Date: 1996-01-24
Note: Type of Document - Word 7.0 for Windows 95; prepared on IBM PC ; to print on HP; pages: 24 ; figures: included. Word document submitted by ftp
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