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The Impact Of Promotion And Advertising On Choice Of Fruit Category And Apple Variety: A Latent-Class Approach

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  • Richards, Timothy J.
  • Patterson, Paul M.

Abstract

This 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.

Suggested Citation

  • Richards, Timothy J. & Patterson, Paul M., 1999. "The Impact Of Promotion And Advertising On Choice Of Fruit Category And Apple Variety: A Latent-Class Approach," 1999 Annual meeting, August 8-11, Nashville, TN 21627, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  • Handle: RePEc:ags:aaea99:21627
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    File URL: http://purl.umn.edu/21627
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    References listed on IDEAS

    as
    1. 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.
    2. William R. Dillon & Sunil Gupta, 1996. "A Segment-Level Model of Category Volume and Brand Choice," Marketing Science, INFORMS, pages 38-59.
    3. 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.
    4. 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.
    5. Deaton,Angus & Muellbauer,John, 1980. "Economics and Consumer Behavior," Cambridge Books, Cambridge University Press, number 9780521296762, May.
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