製品属性と市場シェア

DOI Web Site 被引用文献2件 参考文献23件

書誌事項

タイトル別名
  • Product Attribute and Market Share:
  • 製品属性と市場シェア--納豆を事例として
  • セイヒン ゾクセイ ト シジョウ シェア ナットウ オ ジレイ ト シテ
  • ──納豆を事例として──
  • A Case Study of Fermented Soybeans "<i>Natto</i>"

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抄録

This paper has the following two purposes. The first is to find how product attributes of "natto" affect a product's market share by estimating a market share function which is derived from consumers' product choice behavior. The second is to find what a quality-adjusted price has to do with a market share by introducing a quality-adjusted price into a market share function.<br>The market share function is derived from a logit model. In a general logit model, cross-price elasticity of market shares is always equal in all products.But this is severe constraint in reality. To relax this constraint and make cross-price elasticity more variable, similarities between products are introduced to the market share function. As a result, more actual substitution relation between products is described.<br>The main findings resulting from estimation of a market share function are as follows.<br>1. Of natto's several attributes, the characteristics of soybean and attached-goods are most important."Organic or insecticide-free soybean" and "domestic soybean" increase market prices of products, but reduce a product's market share."A very small soybean" and "basting whose ingredients are different from general ones" increase market prices of products, and expand a product's market share.<br>2. In the natto market, the relationship between a quality-adjusted price and a market share is significant.The hypothesis that when a qualityadjusted price is positive a market share become smaller is proved.

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