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Sprite 16-oz. Bottle
1. OTHER, NCAFF, NDIET
0.956
0.568
0.728
0.786
0.789
0.481
0.826
0.62
5.04
1.02
4.64
0.02
2.19
1.61
0.8
0.08
0.777
0.77
8.08
3.25
0.523
2.21
0.496
0.611
13
1.58
0.968
1.755
0.28
1.47
Mean
Market Share
(%)
1.135
0.642
1.163
1.064
1.043
0.741
1.058
1.649
0.697
1.163
1.05
0.597
0.725
1.158
3.122
0.599
0.356
0.297
0.567
0.453
0.428
0.716
0.473
0.336
0.645
0.523
0.182
0.447
0.86
0.8
Price (32 oz.)
Max.
Min.
0.098
0.048
0.102
0.112
0.11
0.054
0.051
0.123
0.062
0.066
0.114
0.056
0.05
0.057
0.504
Std. Dev.
Table 3: Descriptive Statistics: Market Share, Prices, Displays and Features of Products
2. OTHER, NCAFF, NDIET,
PACK
Sprite 16-oz. 6 Pack
3. OTHER, NCAFF, NDIET,
LARG
2-lit. Bottle Sprite
4. OTHER, NCAFF, NDIET,
CAN
Sprite 12-oz. Can
5. OTHER, NCAFF, NDIET,
CAN PACK
Sprite 12-oz . Can 12 Pack
6. OTHER, CAFF, NDIET,
PACK
Dr. Pepper 16-oz . 6 Pack
7. OTHER, CAFF, NDIET,
LARG
2-lit. Bottle Dr. Pepper
8. OTHER, CAFF, NDIET, Dr. Pepper 12-oz . Can 12
CAN, PACK
Pack
9. OTHER, NCAFF, DIET,
PACK
Diet 7-Up 16-oz . 6 Pack
10. OTHER, NCAFF, DIET,
LARG
2-lit . Bottle Diet 7-Up
11. OTHER, NCAFF, DIET,
CAN
Diet 7-Up 12-oz. Can
12. OTHER, NCAFF, DIET, Diet 7-Up 12-oz . Can 12
CAN, PACK
Pack
13. OTHER, CAFF, DIET,
PACK
Diet Rite 16-oz . 6 Pack
14. OTHER, CAFF, DIET,
LARG
2-lit . Bottle Diet Rite
15. OTHER, CAFF, DIET,
Diet Rite 12-oz . Can 12
CAN, PACK
pack
Leading
Example
Product Characteristics
0.606
0.462
0.138
0.923
0.147
0.843
0.196
0.772
0.75
0.26
0.958
0.109
0.91
0.359
0.151
Feature
Mean
0.574
0.455
0.032
0.74
0.131
0.76
0.087
0.724
0.647
0.058
0.91
0.083
0.971
0.285
0.071
Display
Mean
53
Iljxuh 5=
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0.627
0.74
3.46
0.3
27. COLA, CAFF, DIET, PACK Diet Coke 16-oz. 6 Pack
2-lit. Bottle Diet Coke
Diet Coke 12-oz. Can
28. COLA, CAFF, DIET, LARG
29. COLA, CAFF, DIET, CAN
8.48
0.775
0.63
1.127
1.093
0.772
0.848
1.085
0.533
0.773
0.813
1.052
0.594
0.74
1.166
1.266
0.847
1.16
0.539
0.4
0.329
0.266
0.553
0.16
0.364
0.286
0.548
0.16
0.345
0.15
0.543
0.322
0.417
Price (32 oz.)
Max.
Min.
0.112
0.17
0.074
0.09
0.103
0.047
0.068
0.065
0.098
0.055
0.067
0.074
0.12
0.096
0.09
Std. Dev.
0.958
0.08
0.904
0.42
0.952
0.035
0.814
0.33
0.984
0.112
0.958
0.446
0.875
0.689
0.282
Feature
Mean
Table 3 (Cont.): Descriptive Statistics: Market Share, Prices, Displays and Features of Products
30. COLA, CAFF, DIET, CAN, Diet Coke 12-oz. Can 12
PACK
Pack
0.757
6.59
0.512
0.73
0.516
0.518
10.25
0.08
0.694
0.76
0.55
0.752
1.22
3.19
0.612
0.43
0.682
0.801
0.08
0.7
Mean
0.746
Market Share
(%)
17.9
Leading
Example
16. COLA, NCAFF, NDIET, Caffeine Free Pepsi 16-oz.
PACK
6 Pack
17. COLA, NCAFF, NDIET, 2-lit. Bottle Caffeine Free
LARG
Pepsi
18. COLA, NCAFF, NDIET, Caffeine Free Pepsi 12-oz.
CAN, PACK
Can 12 Pack
19. COLA, CAFF, NDIET, Coca Cola Classic 16-oz. 6
PACK
Pack
20. COLA, CAFF, NDIET,
2-lit. Bottle Coca Cola
LARG
Classic
Coca Cola Classic 12-oz.
21. COLA, CAFF, NDIET, CAN
Can
22. COLA, CAFF, NDIET,
Coca Cola Classic 12-oz.
CAN, PACK
Can 12 Pack
23. COLA, NCAFF, DIET, Caffeine Free Diet Coke 16PACK
oz. 6 Pack
24. COLA, NCAFF, DIET,
2-lit. Bottle Caffeine Free
LARG
Diet Coke
Caffeine Free Diet Coke 1225. COLA, NCAFF, DIET, CAN
oz. Can
26. COLA, NCAFF, DIET, Caffeine Free Diet Coke 12CAN, PACK
oz. Can 12 Pack
Product Characteristics
0.782
0.016
0.51
0.202
0.699
0.038
0.58
0.106
0.923
0.067
0.837
0.263
0.292
0.103
0.048
Display
Mean
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1
2
3
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9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Estimated Market Demand
Observed Market Demand
Fig 1: Model M1-A:
Observed and Estimated Demand
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Estimated Market Demand
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Fig 2: Model M1-B:
Observed and Estimated Demand
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OTHER, NCAFF,
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OTHER, NCAFF, DIET,
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OTHER, NCAFF, DIET,
CAN, PACK
COLA, CAFF, NDIET,
LARG
COLA, CAFF, NDIET,
CAN, PACK
COLA, CAFF, DIET,
LARG
COLA, CAFF, DIET,
CAN, PACK
OTHER, NCAFF,
NDIET, LARG
OTHER, NCAFF,
NDIET, CAN PACK
OTHER, NCAFF, DIET,
LARG
OTHER, NCAFF, DIET,
CAN, PACK
COLA, CAFF, NDIET,
LARG
COLA, CAFF, NDIET,
CAN, PACK
COLA, CAFF, DIET,
LARG
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Table 7: Price Demand Elasticities when Prices Rise
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0.11
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0.47
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OTHER, NCAFF,
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NDIET, CAN, PACK
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Table 6: Price Demand Elasticities when Prices Fall
-5.88
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0.95
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OTHER, NCAFF,
OTHER, NCAFF,
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0.52
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DIET, LARG
COLA, CAFF,
NDIET, CAN,
PACK
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3.06
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1.68
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0.23
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0.56
COLA, CAFF,
DIET, LARG
0.69
0.23
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0.76
0.24
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0.78
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COLA, CAFF,
NDIET, CAN,
PACK
-4.35
0.98
1.68
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0.15
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0.66
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COLA, CAFF,
DIET, CAN,
PACK
-6.17
1.24
1.73
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0.28
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0.9
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COLA, CAFF,
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zkhq wkhuh duh qr surgxfw glvsod|v iru doo surgxfwv/ dqg wkhq wkh pdunhw
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lq groodu uhyhqxhv ri glhuhqw surgxfwv zkhq rqh ri wkh surgxfwv lv glvsod|hg1
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vkrzv wkdw wkh wrwdo uhyhqxh fkdqjh/ zklfk lv wkh vxp ri uhyhqxh fkdqjhv ri
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pdujlqdo xwlolw| ri frqvxplqj wkh glvsod|hg gulqnv1 L qg wkdw wkh wrwdo uhy0
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xfw glvsod|v1 Wklv lv ehfdxvh rxu ixqfwlrqdo irup ri wkh xwlolw| ixqfwlrq grhv
qrw dvvxph d ghfolqlqj hhfw zkhq wkh qxpehu ri surgxfwv glvsod|hg lq0
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Total
COLA, CAFF, NDIET,
LARG
COLA, CAFF, NDIET,
CAN, PACK
COLA, CAFF, DIET,
LARG
COLA, CAFF, DIET,
CAN, PACK
14
5
146
3 & 22
-45
-236
-214
11
-83
252
3&5
367
486
-46
-24
64
-23
22
288
Product
OTHER, NCAFF, NDIET,
LARG
OTHER, NCAFF, NDIET,
CAN PACK
OTHER, NCAFF, DIET,
LARG
OTHER, NCAFF, DIET,
CAN, PACK
24
-105
714
-23
759
336
-49
-21
-156
-27
22 & 20
-22
75
3
-63
11
215
-40
-43
14
OTHER, NCAFF, DIET,
CAN, PACK (12)
-202
792
58
802
-139
-100
30
399
-56
22 & 5
64
216
-67
-251
514
16
-35
57
-82
COLA, CAFF,
NDIET, LARG (20)
86
499
-90
-184
441
34
-101
-88
400
20 & 3
-172
510
47
1013
-173
-62
12
-207
51
COLA, CAFF, NDIET,
CAN, PACK (22)
Table 9: Effects of Product Displays on Revenues
-19
469
-57
-468
556
-25
-14
691
-194
20 & 5
-120
84
224
66
-67
4
-12
15
-26
COLA, CAFF,
DIET, LARG (28)
(2) i & j means product i & j are displayed together, where product number is given in the parentheses in the first row of each product.
Note: (1) Changes in revenue are in dollar;
Total
-102
797
COLA, CAFF, DIET, LARG
-63
531
-11
COLA, CAFF, NDIET, CAN,
PACK
COLA, CAFF, DIET, CAN,
PACK
1068
-30
-147
COLA, CAFF, NDIET, LARG
-56
-342
533
-11
-30
-51
261
30
-72
OTHER, NCAFF,
DIET, LARG (10)
38
-67
22
-40
18
629
-111
OTHER, NCAFF, NDIET,
CAN PACK (5)
-67
-143
OTHER, NCAFF, DIET,
LARG
OTHER, NCAFF, DIET,
CAN, PACK
483
OTHER, NCAFF, NDIET,
CAN PACK
OTHER, NCAFF, NDIET,
LARG (3)
OTHER, NCAFF, NDIET,
LARG
Product
478
195
-80
-163
43
-22
4
-82
17
COLA, CAFF,
DIET, CAN, PACK
(30)
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