Increasing Returns to Scale (Convex) Model — Sales Response Function


Constant Returns to Scale (Linear) Model - Sales Response Function — Marketing mix Modelling

Exhibit 36.2-3   Increasing Returns to Scale (Convex) Model.

Increasing Returns to Scale (Convex) Model

The exponential model  (S=eαeβX) is an example of a convex shaped, increasing returns to scale model. This may apply for price, provided it is represented as 1/P:

$$ S = S_0 e^{-βP}, β>0 $$

Where P is price and S is sales. S0 and β are model parameters. S0 is the intercept.

The model assumes that the sales response to decreases in price may exhibit increasing returns to scale.


Previous     Next

Use the Search Bar to find content on MarketingMind.







Market Mix Modelling - Solutions

Market Mix Modelling - Solutions

Solutions for market mix modelling.