Achat simultané et mesure de la substituabilité avec des données de panel multi-catégories

Abstract

Nous proposons une mesure de la substituabilité avec des données de panel multi-catégories. Celle-ci repose sur le postulat selon lequel, dans un ensemble de substituts directs (ou de considérations), le consommateur effectue un choix unique et donc que tout achat simultané est signe de complémentarité ou d'indépendance mais pas de substituabilité. Ce postulat et l'indice de substituabilité proposés sont validés dans une application mettant en jeux quatre catégories indépendantes (détergents, soupes, yaourts et ketchups). De plus, nous montrons que l'utilisation de l'information fournie par les achats simultanés permet d'améliorer significativement la validité d'indices basés sur le brand switching. Une illustration sur l'univers hétérogène des boissons comprenant plusieurs catégories de produits imbriquées (119 marques) est ensuite proposée. L'intérêt théorique et pratique de notre approche est d'autoriser des analyses sur des univers étroits et homogènes (tactiques) mais aussi larges et hétérogènes (stratégiques), ce qui peut aider les réflexions en matière de gestion de gammes, de positionnement et d'extension de marques.

Keywords

substituabilité complémentarité achat simultané définition et structure des marchés gammes de produits extension de marque

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