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Demographic Variability In U.S. Consumer Responsiveness To Carbonated Soft-Drink Marketing Practices

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  • Rhodes, Charles
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    Abstract

    Using three years of Nielson Homescan and advertising data from 16 major metropolitan areas across the U.S. to construct a panel data set that follows weekly consumer purchasing behavior, this paper investigates the impact of marketing activities on a representative cross-section of U.S. consumers. Because many consumers do not participate in the market week-in and week-out, I apply Heckman’s econometric selection model to recover the impact of pricing, advertising, and promotion on a wide range of consumer segments. Reduced-form estimates of consumer responsiveness to these marketing activities reveal different effects across consumer segments, which have numerous implications for marketing policy.

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    File URL: http://purl.umn.edu/116419
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    Bibliographic Info

    Paper provided by European Association of Agricultural Economists & Agricultural and Applied Economics Association in its series 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany with number 116419.

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    Date of creation: 2010
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    Handle: RePEc:ags:eaa115:116419

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    Related research

    Keywords: carbonated soft drink; marketing-mix models; demographic segmentation; econometric selection models; Nielsen panel data; food marketing policy; Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; D12; L66; M38;

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