A Parsimonious Description of the Hendry System

Cover A Parsimonious Description of the Hendry System
A Parsimonious Description of the Hendry System
Manohar U Kalwani
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The term, p, r can be h s understood by noting that i=l ^ '^ -7- That is, for a consumer switching out of Brand s his purchase probabilities sum up to 1 over the remaining brands. We know that the sum of market shares of all the g brands adds up to unity, that is ^ Pi = 1. I=l Recall the Hendry definition of a particular stated earlier. Namely, Phis = ^ Ph a) That is, given that consumers switch from brand s, they switch to the remaining brands in proportion to the market shares of these other ...brands, From (4) substituting for p. I, we have: N K I P. = 1. ^=1 ^ i?^s Hence, the proportionality constant K is s h= (1-p^) Note that although the concept embodied in the key assumption (1) is the same for all brands in the partition, the proportionality constant differs for each brand. From equation (1) using K = q s, we have: Ph 'his - 1-p^ • (5) -8- Substituting for p, i in equation (3) we find P. „ v, ^ = Pws'^h (s, h) 1-p s Similarly, P = Pwh- s P/u \ ^ t^wh- (h, s) 1-p n From the Law of Detailed Balancing, we know that P(s, h) P(h, s) ' and therefore Pws-^ = Pwh^ 1-p 1-p^ •^s '^h Dividing both sides of the equation above by PsPi^, we have P P u ws wh p^(l_p^) p^(i.

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