This book develops new methods of measuring competitiveness and applies these to 18 case studies of British product markets. These methods have a foundation in consumer choice theory and discrete choice methodology, and are able to distinguish whether products are competitive by virtue of their price or quality (or both). The first part of the book surveys existing methods of measuring compeitiveness and describes these new methods, linking them to probit and logit discrete choice models. The second part of the book describes the case studies, which are taken from consumer durables markets (white goods and brown goods), cars and bicycles and several other markets.