THE IMPACT OF PROMOTION AND ADVERTISING ON CHOICE OF FRUIT CATEGORY AND APPLE VARIETY: A LATENT-CLASS APPROACH

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.

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Year of publication:	1999
Authors:	Richards, Timothy J. ; Patterson, Paul M.
Institutions:	Agricultural and Applied Economics Association - AAEA
Subject:	advertising \| apple demand \| latent class analysis \| segmentation \| Demand and Price Analysis \| Marketing

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Extent:	application/pdf
Series:	1999 Annual meeting, August 8-11, Nashville, TN.
Type of publication:	Book / Working Paper
Notes:	The text is part of a series 1999 Annual meeting, August 8-11, Nashville, TN Number 21627
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005525917