Promotional programmes and consumer purchasing decisions: pecan demand models

A generalized Heckman model of purchase decisions is estimated incorporating perceived consumer quality attributes, ease of purchase, and familiarity with marketing outlets as factors influencing pecan purchases. Economic implications for evaluating consumer purchase decisions and the design of commodity promotion programmes for the pecan industry are addressed. Key marketing variables such as the variety of uses for nut products, the number of outlets used to purchase pecans, and consumer perceptions of positive quality features of pecans are significant in promoting purchases. Applications of a trade-off analysis examine key variables considered by the pecan industry in developing promotional programmes both to stabilize pecan purchases and to maintain the probability of pecan purchases.