Modeling of Cheese Product Diversity Impact on the Brands Share Available in Mashhad Market

Brand diversity is one of effective factors on cheese product share of various brands in the grocery stores. In this study, using Genetic Function Approximation, modelling has been performed on chees product share of Kalleh, Pegah ,Sabah brands and other rivals. The sample consisted of Noshad and Pegah Milk Industry project data in 2014 including 435 grocery stores in Mashhad. The results showe that the minimum price of Kalleh brand is one of effective factors on chees product share of this brand . of the other important factors on chees product share is diversity of this brand so that the more is diversity of the brand, the more is the products of Kalleh brand in the market. Also, variabilty cofffecients of Sabah, Pegah and rival brands have becaome negative. One of the efective factors on Pegah brand share is the maximum price of this brand which put a negative effect. Diversity coffeient of Sabah، Pegah and rival brands have become negative showing that other brands diversity resulted in reducing chees product share of Pegah brand in the market of Mashhad. Regarding Pegah brand share, diversity cofficents of Kalleh ,Pegah and other rival brands have become negative showing that increasing in other brands variety results in decreasing in Sabah brand share in the market.This study showed that variety of Kalleh, Pegah and Sabah brands reduce cheese product shares of the rival brands in the market. Diversity coefficients of the rival brands have become positive. Brands diversity is one of the effective factors on stores profit. Also, the minimum price of sabah brand has a positive relationship with stores profit and has a negative relationship with the maximum price of Sabah and also the price of Sabah brand has an inverse relationship with the store profit. According to the findings, it is suggested that selected brands, for increasing their share in the market, should pay special attention to the diversity of cheese products.