Ermittlung von empirischen Preisresponsefunktion durch Kaufsimulation

Abstract

Price response functions of products or brands are a basic element of economic theory, but their empirical estimation based on real market data faces many difficulties. Therefore the simulation of purchase behaviour poses an important alternative for data gathering. This paper gives on overview on available methods. Special emphasis is given to brand choice situations. A model plus measurement methodology and computer software is presented. The measurement methodology includes the estimation of individual utility values and purchase probabilities of brands by use of logit choice analysis.