Abstract: A system, method, and computer program product for determining an expected market share for a generic product, are provided. A market share simulator receives a selected category for a selected attribute of a generic product. Based on the selected category and the selected attribute for the product, the market share simulator determines the utility of the selected attribute, and a sum of a plurality of utilities for the selected attribute associated with a plurality of products, wherein the generic product and the plurality of products compete for a portion of a market share. Market share simulator then compares the utility of the selected attribute to the sum of the plurality of utilities to generate an expected market share for the generic product.