Consumer behaviour is very unique in nature. Each of the consumers have different attitude towards the product. That is why marketing for a product is not everybody’s cup of tea. But some where they are connected to each other. Marketers nowadays are searching the connection between them in order to make their marketing process easy and affordable. This can be done only by creating the market s...

This paper applies a model of market power measurement under product differentiation to the case of the gasoline market in California, using data for the period 1983-1989. Our results show that there is a considerable degree of product differentiation among major brands. This allows firms to exercise local market power over their own specific products, but there are also signals of an important...