IDEAS home Printed from https://ideas.repec.org/p/bot/quadip/wpaper6.html
   My bibliography  Save this paper

The effects of marketing activities on fast moving consumer good purchases : the case of yoghurt Italian market

Author

Listed:
  • Sergio Brasini

  • Marzia Freo

  • Giorgio Tassinari

Abstract

This paper examines whether sales promotions effectiveness depends upon the consumer’s brand loyalty and her buying behaviour and whether consumer’s behavioural characteristics in term of purchase frequency and level affect the response to promotional activities and moderate the effect of brand loyalty during the consumer choice process. Different specifications for the utility function, exploiting information on selling price, promotional activities such as displays usage, ad features in the store, 3x2 and discount, and differently brand loyalty measures have been estimated into a discrete choice framework, that is into the rational brand choice paradigm, paying attention to their effects on individuals’ probabilities to choose the specific brand during each purchase occasion. The application is run on a ACNielsen dataset of Italian households consumer panel, observed to buy at least two yoghurt packages during a year, matched to store panel data with respect to quantities, prices and promotions.

Suggested Citation

  • Sergio Brasini & Marzia Freo & Giorgio Tassinari, 2005. "The effects of marketing activities on fast moving consumer good purchases : the case of yoghurt Italian market," Quaderni di Dipartimento 2, Department of Statistics, University of Bologna.
    • Handle: RePEc:bot:quadip:wpaper:6
    as

    Download full text from publisher

    File URL: http://amsacta.cib.unibo.it/archive/00001016/01/quaderni_ricerche_2005_EffectsOfMarketing.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. João L. Assunção & Robert J. Meyer, 1993. "The Rational Effect of Price Promotions on Sales and Consumption," Management Science, INFORMS, vol. 39(5), pages 517-535, May.
    2. Peter S. Fader & James M. Lattin & John D. C. Little, 1992. "Estimating Nonlinear Parameters in the Multinomial Logit Model," Marketing Science, INFORMS, vol. 11(4), pages 372-385.
    3. Krishnamurthi, Lakshman & Mazumdar, Tridib & Raj, S P, 1992. "Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 387-400, December.
    4. Richard A. Colombo & Donald G. Morrison, 1989. "Note—A Brand Switching Model with Implications for Marketing Strategies," Marketing Science, INFORMS, vol. 8(1), pages 89-99.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Byun, Kyung-Ah (Kay) & Duhan, Dale F. & Dass, Mayukh, 2020. "The preservation of loyalty halo effects: An investigation of the post-product-recall behavior of loyal customers," Journal of Business Research, Elsevier, vol. 116(C), pages 163-175.
    2. David R. Bell & James M. Lattin, 2000. "Looking for Loss Aversion in Scanner Panel Data: The Confounding Effect of Price Response Heterogeneity," Marketing Science, INFORMS, vol. 19(2), pages 185-200, May.
    3. Robert Slonim & Ellen Garbarino, 2009. "Similarities and differences between stockpiling and reference effects," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 30(6), pages 351-371.
    4. Shuba Srinivasan & Koen Pauwels & Dominique M. Hanssens & Marnik G. Dekimpe, 2004. "Do Promotions Benefit Manufacturers, Retailers, or Both?," Management Science, INFORMS, vol. 50(5), pages 617-629, May.
    5. David Bell & Christian Hilber, 2006. "An empirical test of the Theory of Sales: Do household storage constraints affect consumer and store behavior?," Quantitative Marketing and Economics (QME), Springer, vol. 4(2), pages 87-117, June.
    6. David R. Bell & Jeongwen Chiang & V. Padmanabhan, 1999. "The Decomposition of Promotional Response: An Empirical Generalization," Marketing Science, INFORMS, vol. 18(4), pages 504-526.
    7. Gentry, Matthew & Pesendorfer, Martin, 2021. "Pricing with bargain hunting consumers," LSE Research Online Documents on Economics 111591, London School of Economics and Political Science, LSE Library.
    8. Ruixin Ding & Bowei Chen & James M. Wilson & Zhi Yan & Yufei Huang, 2023. "SRNI-CAR: A comprehensive dataset for analyzing the Chinese automotive market," Papers 2401.05395, arXiv.org.
    9. G Vani & N. Panchanatham, 2010. "Toothpaste Brands –A Study of consumer behavior in Bangalore city," Journal of Economics and Behavioral Studies, AMH International, vol. 1(1), pages 27-39.
    10. Jue Wang & Yuri Levin & Mikhail Nediak, 2019. "Selling Passes to Strategic Customers," Operations Research, INFORMS, vol. 68(4), pages 1095-1115, July.
    11. Hyeyoung Kim & Marisa Zansler & Lisa A. House, 2018. "Retail promotion with price cut and the imperfect price responses of orange juice demand in the U.S," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 363-376, March.
    12. Zainurin Bin Dahar & Husam A. Kokash & Fadilah Sulaiman, 2017. "Can Price Sway Children Preference? Preliminary Experiment among Malay Children," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 492-498.
    13. Jackson, Tyrone W. & Perloff, Jeffrey M., 1996. "Personal computer brand loyalty," CUDARE Working Papers 47283, University of California, Berkeley, Department of Agricultural and Resource Economics.
    14. Fernando S. Machado & Rajiv K. Sinha, 2007. "Smoking Cessation: A Model of Planned vs. Actual Behavior for Time-Inconsistent Consumers," Marketing Science, INFORMS, vol. 26(6), pages 834-850, 11-12.
    15. Qian Liu & Garrett J. van Ryzin, 2008. "Strategic Capacity Rationing to Induce Early Purchases," Management Science, INFORMS, vol. 54(6), pages 1115-1131, June.
    16. Hong Wu & Zhaohua Deng & Bin Wang & Sumeet Gupta, 2021. "How does service price influence patients’ decisions? An examination of the free-market pricing mechanism in online health communities," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 877-893, December.
    17. Necati Tereyağoğlu & Peter S. Fader & Senthil Veeraraghavan, 2018. "Multiattribute Loss Aversion and Reference Dependence: Evidence from the Performing Arts Industry," Management Science, INFORMS, vol. 64(1), pages 421-436, January.
    18. Sibdari, Soheil & Pyke, David F., 2010. "A competitive dynamic pricing model when demand is interdependent over time," European Journal of Operational Research, Elsevier, vol. 207(1), pages 330-338, November.
    19. Ananth. V. Iyer & Jianming Ye, 2000. "Assessing the Value of Information Sharing in a Promotional Retail Environment," Manufacturing & Service Operations Management, INFORMS, vol. 2(2), pages 128-143, February.
    20. repec:hum:wpaper:sfb649dp2005-057 is not listed on IDEAS
    21. Huang Rui & Perloff Jeffrey M & Villas-Boas Sofia B, 2006. "Effects of Sales on Brand Loyalty," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 4(1), pages 1-26, July.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bot:quadip:wpaper:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Michela Mengoli (email available below). General contact details of provider: https://edirc.repec.org/data/dsbolit.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.