Factors Affecting the Share of Cheese Brands in the Mashhad Market Using Spatial Econometrics

Using spatial econometrics to investigate the factors affecting the share of cheese brands in the Mashhad market can improve the standard econometric degradation. In this research, we have been trying to select a model that considers spatial communication between brands (with emphasis on diversity). The results of the SAC pattern estimated for the share of the Kalleh showed that the Kalleh diversity has a positive and significant relation with the share of the Kalleh, and the other variety of brands (Pegah and Sabah) has a negative and significant relationship. Also, the price of the Kalleh with the share of the Kalleh has a negative and significant relationship. The results of the SEM pattern estimated for Pegah share showed that Kalleh and Sabah diversity had a negative and significant relation with the share of Pegah cheese and Pegah diversity had a positive and significant relation with Pegah’s share. The results of the SDM pattern estimated for Sabah showed Kalleh and Pegah variety have a negative and significant relation with the share of Sabah cheese and Sabah variety has a positive and significant relation with Sabah’s share. The price of Kalleh has a negative and significant relationship with Sabah’s share. Sabah also has a negative (statistically meaningless) relation with Sabah prices. Based on this research, it can be suggested that the brands of Kalah, Pegah and Sabah should increase the focus on cheese diversity in order to increase their share in Mashhad cheese market.