Estimating market shares in each market segment using the information entropy concept

Sales data of a certain product for the various competitors are usually available at the aggregate level. However these data give no clue to the heterogeneities in the sales pattern across different market segments. Heterogeneities are caused by different purchasing behavior in each market segment; as a purchaser in a segment will be attracted to the attributes of the product most important to that segment. This concept can be formalized via a simple attraction model that utilizes an elasticity measure for each quality or price attribute [G.S. Carpenter, L.G. Cooper, D.M. Hanssens, D.F. Midgley, Modeling asymmetric competition, Marketing Science 7 (4) (1998) 393–412]. Assessment of these elasticities is not difficult since customer response – in each market segment – to perception of quality and price is tracked by most firms [J. Ross, D. Georgoff, A survey of productive and quality issues in manufacturing. The state of the industry, Industrial Management 3 (5) (1991) 22–25]. This paper attempts to formulate a generic framework based on the information entropy concept that utilizes such an attraction model to estimate competitors’ sales in each market segment.