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

Timothy James Richards and Paul M. Patterson

No 21627, 1999 Annual meeting, August 8-11, Nashville, TN from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

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.

Keywords: advertising; apple demand; latent class analysis; segmentation; Demand and Price Analysis; Marketing (search for similar items in EconPapers)
Date: 1999
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed

Downloads: (external link)
http://purl.umn.edu/21627 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:ags:aaea99:21627

Access Statistics for this paper

More papers in 1999 Annual meeting, August 8-11, Nashville, TN from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)
Contact information at EDIRC.
Series data maintained by AgEcon Search ().