Tüketici paneli verisine dayalı bir marka tercih modeli: Türkiye gazlı meşrubatlar sektöründe bir uygulama.

One of the major sources of consumer level brand consumption data in Fast Moving Consumer Goods (FMCG) sector is the household consumer panels maintained by individual organizations. Consumer panels are capable of keeping histories of purchases for a sample of households. Household panel data is collected via barcode scanner technologies in the developed countries. Data collected by the optical scanning of Universal Product Code permits researchers study the effects of marketing variables on customer choice among product alternatives since the mid-1980s and many dozens of papers are published on brand and retailer choice issues since then. Employing scanner technology, panel organizations does not require its members to record all the items they purchase in a shopping trip, as their panel ID cards are scanned during the payment process at checkout. Building cooperation with the retailer companies, scanner panels are able to provide price and promotion data for all the products (in a given product category) without the necessity of being purchased. On the other hand, due to the high levels of technology costs, the household level panel information in developing markets is primarily gathered using the diary mode. It is believed that, in this mode of data collection, both the reliability and the scope of information collected from the panellists are still scarce compared to their scanner type counterparts in more developed markets. One of the important problems of diary mode data is the lack of complete price information. In diary mode panel organizations, households only record the prices of the products they purchase. As it is impossible for a shopper to list the prices of all the products in the product categories (of which the shopping basket includes an item), diary mode household panels are not capable of conducting complete price data in a given product category. As the brand choice models literature using household panel data mostly stands upon the unit prices of the products purchased and their alternatives displayed on shelves, there is a gap of modelling research in the developing markets in which consumer panel measurements are made based on diary mode. The purpose of this study is to investigate whether it is possible to establish an efficient brand choice model based on diary mode household panel data from the Turkish carbonated soft drinks market. … [ABSTRACT FROM AUTHOR]