Table 10.
Detailed results - chocolate muesli
| Brand 1 | Private label regular | Private label choco | Brand 2 | |
|---|---|---|---|---|
| Initial share of calories | 5.0% | 63.8% | 21.3% | 7.8% |
| Initial share of sales value | 13.1% | 46.7% | 20.8% | 14.4% |
| AID model estimation results | ||||
| Ln PBrand 1 | −0.2943 | 0.0960 | 0.0640 | 0.1247 |
| (0.0142) | (0.0313) | (0.0177) | (0.0510) | |
| Ln PPrivate label regular | 0.6598 | −1.2680 | −0.6039 | 0.4600 |
| (0.4612) | (0.9849) | (0.5757) | (1.5450) | |
| Ln PPrivate label choco | −0.4838 | 0.5100 | 0.3138 | 0.1899 |
| (0.4055) | (0.8553) | (0.5033) | (1.3312) | |
| Ln PBrand2 | 0.0608 | 0.2019 | 0.1427 | −0.4529 |
| (0.0164) | (0.0368) | (0.0205) | (0.0589) | |
| Ln PBrand 3 | −0.0400 | 0.1023 | 0.1085 | 0.1572 |
| (0.0692) | (0.1513) | (0.0869) | (0.2413) | |
| Real budget | −0.0257 | −0.0966 | −0.0236 | 0.1380 |
| (0.0128) | (0.0260) | (0.0149) | (0.0413) | |
| Reformulation dummy | −0.0466 | 0.0570 | 0.0191 | −0.0157 |
| (0.0334) | (0.0640) | (0.0383) | (0.0992) | |
| Trend | 0.0000 | 0.0002 | 0.0009 | −0.0007 |
| (0.0008) | (0.0004) | (0.0003) | (0.0006) | |
| Christmas dummy | 0.0109 | 0.0096 | −0.0012 | 0.0165 |
| (0.0122) | (0.0188) | (0.0126) | (0.0272) | |
| AR (1) | 0.8022 | 0.2210 | 0.4339 | 0.0640 |
| (0.1019) | (0.1694) | (0.1517) | (0.1668) | |
| Intercept | 0.7431 | 2.3112 | 0.2789 | −2.4491 |
| (0.4261) | (0.9154) | (0.5233) | (1.4814) | |
| Root MSE | 0.0148 | 0.0262 | 0.0159 | 0.0413 |
| R2 | 0.94 | 0.85 | 0.81 | 0.89 |
| R2-adj | 0.92 | 0.81 | 0.76 | 0.86 |