Seasonality and non-linear price effects in scanner-data-based market-response models

In this paper we propose such a model for weekly scanner data where we explicitly address (i) weekly seasonality when not many years of data are available and (ii) non-linear price effects due to historic reference prices. We discuss representation and inference and we propose a Markov Chain Monte Carlo sampler to obtain posterior results. An illustration to a market-response model for 96 brands for about 8 years of weekly data shows the merits of our approach.