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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
    DOI: 10.22004/ag.econ.21627
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    Keywords

    Demand and Price Analysis; Marketing;

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