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THE IMPACT OF PROMOTION AND ADVERTISING ON CHOICE OF FRUIT CATEGORY AND APPLE VARIETY: A LATENT-CLASS APPROACH
Timothy James Richards Paul M. Patterson
1999 Annual meeting, August 8-11, Nashville, TN from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)
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.
Keywords: advertising; apple demand; latent class analysis; segmentation; Demand and Price Analysis; Marketing (search for similar items in EconPapers)
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