AN ESTIMATION OF CONNECTION BETWEEN INDICATORS OF BRAND AWARENESS/PENETRATION AND MARKET SHARE

• Main Authors: Grebennikov V. F., Zakaharov N. V.
• Format: Article
• Language: Russian
• Published: Novosibirsk State University Press 2015-09-01
• Series: Vestnik Novosibirskogo Gosudarstvennogo Universiteta. Seriâ: Socialʹno-Èkonomičeskie Nauki
• Subjects: «здоровье марки»; осведомленность; вовлеченность; доля рынка; уравнение регрессии; brand health; brand awareness; penetration; regression equation; market share
• Online Access: https://nsu.ru/ef/vestnik_ngu_ef/2015_3_9

In marketing practice usually are used various indicators for the description of «brand health». Between which and brand market share possibly exist the statistically significant connection. If such connection is found, it is possible data recovery about a market share when it is absent or is incomplete. In the article application for this regression analysis on the basis of actual data on several local markets is described. The results show that such connection exists for all studied indicators. But force of it significantly differs that leads to a conclusion about priority of use for data recovery part of indicators, and refusal of application of others. Also it is necessary to pay attention to existence of specifics of commodity group and the market which significantly influence by sight and regression equation accuracy.