Welcome to my web site.
I am an Associate Professor at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia.
The Ehrenberg-Bass Institute sits with the School of Marketing at UniSA.
The Ehrenberg-Bass Institute exists to develop Empirical Generalisations in marketing and widely disseminate them.
The link to the Ehrenberg-Bass Institute is:
http://www.marketingscience.info/
My major research interests are:
Pricing - the effects of price and price changes on buyers
Competitive Market Structure - how brands gain and lose customers among each other.
See below for a praecis of my current research projects.
I also teach the following courses:
Marketing Principles, Trading and Exchange. This is the introductory marketing course for undergraduate students.
Product and Pricing. This is a course for second or third year students. It covers broadly the topics of product / brand management and pricing.
Current Research Projects
SEGMENTATION
A. Do product variants (pack-size, formulation etc) appeal to different types of buyers ? This is the topic of a study by an M Bus student, Mr Giang Trinh. It will use consumer panel data from TNS (UK) from multiple product categories.
B. Do low priced brands appeal to different types of buyers compared to higher priced brands ? This is the topic of a study by Ms. Susan Huang. It will use consumer panel data from TNS (UK) from multiple product categories.
PRICE PROMOTIONS and CANNIBALIZATION
To what extent do temporary price promotions for one brand pack-size steal sales from the other pack sizes of the same brand ? This study will use retailer sales & pricing data to determine the cross-price effect among pack sizes of the same brand.
EXCESS AND DEFICIT BRAND LOYALTY
Many brands exhibit more loyalty, or less loyalty than they 'should get' given their market share. How persistent are these instances of excess or deficit loyalty ? Do most of the brands that get excess or deficit loyalty in one year do the same next year, or is there a lot of randomness in this phenomena ? This is the topic of a study by Mr Vipul Pare.
HAS BRAND LOYALTY DECLINED
This study aims to replicate and extend the study by Dekimpe and colleagues in 1997. My co-investigators on this project are Lars Meyer-Waarden and Carl Driesener. It will use longitudinal consumer panel data kindly provided by TNS (UK).