Non-price determinants of automotive demand Restyling matters most

被引：14
|
作者：
Korenok, Oleg [1 ]
Hoffer, George E. [1 ]
Millner, Edward L. [1 ]
机构：
[1] Virginia Commonwealth Univ, Sch Business, Richmond, VA 23284 USA
来源：
JOURNAL OF BUSINESS RESEARCH | 2010年 / 63卷 / 12期
关键词：
Automobile pricing; Warranty; Safety appliances; Rebranding; Reliability; AUTOMOBILE; PRICE; SALES; FIRM;
D O I：
10.1016/j.jbusres.2009.09.008
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper analyzes market share changes in automobile and light truck submarkets We find that new product as measured by restyling represents the most consistent dominant determinant of demand On average a 10% reduction in relative price would yield only one-tenth the market share Impact of a restyling Alternatively one would have to double one s relative advertising expenditures to match the impact of a restyling Several demand determinants not previously modeled including rebranding and warranty curtailments were detrimental to domestic manufacturer market shares Safety appliance adoptions and changes in vehicle reliability had minimal impact on demand (C) 2009 Elsevier Inc All rights reserved
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页码：1282 / 1289
页数：8
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