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Marketing attributes in yogurt weekly pricing in Argentina

Author

Listed:
  • Juan M. C. Larrosa

    (Universidad Nacional del Sur
    Instituto de Investigaciones Económicas y Sociales del Sur (IIESS))

  • Victoria Giordano

    (Universidad Nacional del Sur)

  • Gonzalo R. Ramírez Muñoz de Toro

    (Universidad Nacional del Sur
    Hyperia)

  • Juan I. Uriarte

    (Hyperia)

Abstract

Pricing under inflation proves to affect marketing effectiveness. We analyze the weekly price evolution of yogurt segments offered in supermarkets in Argentina for the period 2015–2020. By taking into account the strong macroeconomic instability of the period, we try to figure out what role marketing variables such as product attributes and promotions have played in pricing. We find that specific attributes such as flavor and texture and time effects significant. As expected, much of the pricing was affected by general and sectorial inflation of the period.

Suggested Citation

  • Juan M. C. Larrosa & Victoria Giordano & Gonzalo R. Ramírez Muñoz de Toro & Juan I. Uriarte, 2022. "Marketing attributes in yogurt weekly pricing in Argentina," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(3), pages 332-343, June.
    • Handle: RePEc:pal:jorapm:v:21:y:2022:i:3:d:10.1057_s41272-021-00335-w
    DOI: 10.1057/s41272-021-00335-w
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    References listed on IDEAS

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