Breakdown of price-elasticity in retail with the use of scanned data

This article focuses on the estimation of the total price-elasticity of demand, decomposed in brand choice and quantity price-elasticity, and it discusses the implications of such decomposition for a specific product category, using a scanner data sample of Brazilian households. Two models were used: the brand choice decision was modeled through the conditional logit based on household utility maximization; the decision of how much to buy was modeled through classical linear regressions.