抄録
A method to measure the index of marketing power of fruit and vegetables by production center has been developed. The index is measured by the SUR model on the inverse demand function by each brand in a market. This model is derived from specifications used with the 'cross-product repackaging' model in the context of the discrete / continuous model by Hanemann. In this case, the index of market power is the expected value evaluating characteristics of the brand.
Taking account of the attributes of fruits and vegetables, such as the limited availability of data about characteristics from the cause of those being liable to change or the necessity of the prediction for wide range fluctuations in market share, this method is better than other characteristic approach models, such as the hedonic price approach in econometrics or the preference regression model in marketing science.
The estimated indices of marketing power can be directly used to evaluate the effect of marketing action by a production center in marketing planning or to predict the impact of the entry of a new brand with different characteristics in the analysis of competition in the fruits and vegetables market.
