5 An Application
Figure 3: Real and Simulated Shares for Brand A (larger)
Figure 4: Real and Simulated Market Shares for Brand A (smaller)l
Figure 5: Real and Simulated Shares for Brand B (larger)
The characteristics of the CDAP state found in this experiment is summarised in Table 1. Expensiveness (the average price over the period) was most important brand attribute and the one to which consumers were least tolerant. This was followed by the amount of special ingredients and the size. They did not like imported spirits or special ones. They preferred low prices, but this was not critical and the consumers appeared tolerant of higher prices. In general terms, the single identified CDAP state want their chosen brands to be big, generally expensive and with lots of special ingredients.
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