PDF Revista Chilena de Derecho y Tecnología Vol. 1 Nro. 1 (Spanish Edition)

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And: the data for both variables are equally easy for the companies to gather; and. Based on the above, the authors propose that the clients assisted variable, rather than the sales variable, should be used for PLC analysis. Table V shows the previous 3C model analysis. Contrary to what was obtained in the C4 analysis, the results for the different sub periods are all significant at 5 and 1 per cent when both the clients assisted and the sales variables are used. However, if we look at the regression adjustment, again the results obtained for the C3 reinforce those obtained for the C4 Cactus, in relation to the greater efficiency of the clients assisted variable.

This analysis shows that, for the estimation of each of the PLC phases, the clients assisted variable is more efficient and more consistent than the sales variable for the behaviour of the C3 model, similar to what was seen in analysis 2 with the C4 Cactus. This supports the results of analysis 2 and shows discrepancies with the previous scientific literature, reinforcing this as an interesting new line of scientific research. The C3 results again show that the criterion that the innovation coefficient p be less than that of the imitation q is met.

It happens, moreover, that we do not reject the hypothesis that the results of the values of the imitation coefficient are equal, so there is no difference between the two phases.

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If we compare these results with those obtained in the C4 Cactus analysis, we see that for the period April August the value of q there is significantly higher than that for the C3, which reinforces the evidence that the C4 was in a growth phase, unlike the C3. This work supports the use of the clients assisted variable for PLC analysis, with the purpose of evaluating its usefulness for the Bass model and its utility in the dating of the PLC phases in durable goods as against the repeated use of the sales variable in the existing literature. These authors point out the inadequacy of long-term PLC forecasts based on the sales variable given the extreme sensitivity of the sales curve to initial conditions.

The literature reviewed argues that knowledge of the PLC phases has been shown to be an important issue in the business strategy Shankar et al. Understanding the PLC allows companies to improve their product-price positioning as well as to improve the effectiveness of their marketing strategies Kaldasch, ; Moon, In this new business context, there is a broad consensus on the part of the different authors that the PLC should be taken into account when deciding which marketing strategies to follow.

This statement is in line with previous papers, such as that of Camacho and Galiano , which indicate that sales, which is currently the performance parameter commonly used in PLC analysis, may not be the most consistent variable because it is affected by certain economic phenomena, such as general price increases in the economy inflation or by changes in relative prices some products with respect to others. In the field of marketing and sales strategies, the analysis and duration of PLC phases is important.

The authors compare the use of two variables in PLC dating: sales and clients assisted in the Bass model. The results obtained, based on a three-step strategic analysis, are as follows: Analysis 1 shows that for the complete period August July 16, the C3 and C4 Cactus models go through different phases.

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This is also corroborated in the comparative analyses of strategies 2 and 3. This accords with the scientific literature. In this study it has been shown that the clients assisted variable is more efficient for analysis than the sales variable. Analysis 2 shows that, for the C4 Cactus, the clients assisted variable provides more efficient and more consistent results for PLC estimation than does the sales variable.

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These results represent an interesting new line of research, since they allow a greater and better adjustment to the PLC than that obtained by the sales variable. Analysis 3 shows that, for the C3, the clients assisted variable gives more efficient and consistent results for PLC estimation than the sales variable. In the previous analysis, it was observed that the C4 Cactus is in its growth phase as it shows a high imitation coefficient, significantly different from the previous period, which does not happen with the C3.

These results offer the possibility of improving the effectiveness of marketing strategies throughout the PLC. The Bass method estimation obtains results consistent with analyses of the study. The conclusion derived is that the clients assisted variable provides, as a result, more efficient and consistent estimations than the sales variable. Therefore, H1 is accepted. As a final conclusion, the results show that the C3 and C4 Cactus are in different phases of their PLCs, which is consistent with the previous literature.

The C4 Cactus is clearly in a growth phase, where a greater influence of imitators is observed, while the behaviour of the C3 is different and well past that phase. But the most remarkable thing about this research is that we have shown that the functionality of the clients assisted variable is greater than the sales variable for the Bass model and, therefore, for PLC estimation. These results open a new and interesting research line, which the authors of this study intend to pursue further. As it has been shown in this study, in the short-term, sales is a more seasonal variable than the clients assisted variable, since vehicle purchases are linked to certain times of the year, the months of March and June.

It should be noted that data on both variables are equally easy to obtain. This is due to the fact that the companies keep records of clients assisted so that they know the traffic that has passed through the store and, therefore, to know if their sales volume is due to the number of customers that come to the store or to the conversion rate. We recommend the use of the clients assisted variable in the business field for the estimation of PLC phases. The main limitation of this research is the absence of previous scientific literature that uses the clients assisted variable in the Bass model.

In any case, the theoretical framework of the Bass model in PLC analysis is quite scarce in comparison with other areas of analysis of the product variable Suomala, , p. A further limitation of this study is that we focus on an analysis of consumer durables. This limits the extrapolation of our results. Therefore, we recommend replication of this study in other sectors to allow a comparison of results. It can be considered as a limitation that the time periods analysed do not include the decline and product withdrawal phases, which in the automobile sector are very ephemeral.

On the other hand, the main lines of research lines opened in this study are as follows: a PLC analysis that considers all phases;. Figure 1 Representation of the seasonality of the sales and clients assisted variables. Table I Summary of the revision of the theoretical framework of the use of the sales variable for the analysis of PLC and Bass model.

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Table II Summary of the study theoretical framework. Notes: a Convergence after reaching a high number of iterations and does not find a value for the intercept of the model m. Notes: Sales: There is no convergence in any of the sub periods. Notes: The significance of the estimated parameters is indicated next to each estimation.

Analysis of the behaviour of the clients assisted and sales variables in the different phases of the product life cycle Author s : Aida Galiano , International University of La Rioja , Madrid, Spain. Practical implications. Social implications. Downloads: The fulltext of this document has been downloaded times since Section: Choose Top of page 1. Theoretical framework 3. Methodology 4.

Results 5. Theoretical framework. Introduction 2. Thus, we propose the following hypothesis: Hypotheses H1. April August C4 growth period and maturity phase of the C3. September July both models in their maturity phases. In short, the clients assisted variable: fits our Bass model better; is an equally effective forecasting variable; And: the data for both variables are equally easy for the companies to gather; and the clients assisted variable is not affected by macroeconomic phenomena and its seasonality is lower than that of the sales variable.

On the other hand, the main lines of research lines opened in this study are as follows: a PLC analysis that considers all phases; analysis of the behaviour of the conversion rate in each of the PLC phases; and intensifying the relationship between investment in communication, clients assisted and PLC.

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Revista Chilena de Derecho y Tecnología Vol. 1 Nro. 1 (Spanish Edition)

Aguilar, S. Alonso, J.

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Ayaviri Nina, V. Bass, F. Briede-Westermeyer, J. Camacho, M. Cetinkaya, E. Clifford, D. Day, G. Ferreira, F.


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