Modelo de regressão logística: uma aplicação no planejamento de mercado de bebidas no Reino Unido

Abstract

In the present study, it was elaborated an analysis about the United Kingdom beer market, focused on the Anheuser-Busch InBev (AB-InBev) operation. It was described some characteristics of the given market, contextualizing an opportunity found by the company to improve its operation. This opportunity is related to the Trade Marketing that studies the relationship between companies and points of sales (POS). AB-InBev has a Market Program for those POSs, which its objective is to increase the volume sold. Therefore, using POSs information about volume and other characteristics in 2009, it was elaborated a Logistic Regression Model to identify their probabilities of succeeding according to their characteristics, creating a better guidelines to the selection of new POSs to adhere.Finally the model as presented with the significant variables and a simulation of different POSs profiles and their probabilities of success.