The Impact Of Promotion And Advertising On Choice Of Fruit Category And Apple Variety: A Latent-Class Approach
AbstractThis study applies a latent class estimation technique to a panel of A.C. Nielsen fruit-consuming households to define price, advertising, and promotion responsiveness segments. Ex post analysis of these segments finds significant demographic differences among them, suggesting that fruit-marketers should target their marketing activities in order to improve their efficiency.
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Bibliographic InfoPaper provided by American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) in its series 1999 Annual meeting, August 8-11, Nashville, TN with number 21627.
Date of creation: 1999
Date of revision:
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advertising; apple demand; latent class analysis; segmentation; Demand and Price Analysis; Marketing;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Lakshman Krishnamurthi & S. P. Raj, 1991. "An Empirical Analysis of the Relationship Between Brand Loyalty and Consumer Price Elasticity," Marketing Science, INFORMS, vol. 10(2), pages 172-183.
- William R. Dillon & Sunil Gupta, 1996. "A Segment-Level Model of Category Volume and Brand Choice," Marketing Science, INFORMS, vol. 15(1), pages 38-59.
- Randolph E. Bucklin & James M. Lattin, 1991. "A Two-State Model of Purchase Incidence and Brand Choice," Marketing Science, INFORMS, vol. 10(1), pages 24-39.
- Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
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