ADVERTISING AND RETAIL PROMOTION OF WASHINGTON APPLES: A STRUCTURAL LATENT VARIABLE APPROACH TO PROMOTION EVALUATION

Timothy Richards, Xiaoming Gao and Paul M. Patterson

Journal of Agricultural and Applied Economics, 1999, vol. 31, issue 01, 14

Abstract: "Commodity promotion" consists of many activities, each designed to contribute to a consumer's product knowledge or influence tastes. However, both knowledge and tastes are unobservable, or latent, variables influencing demand. This paper specifies a dynamic structural model of fresh fruit demand that treats promotion and other socioeconomic variables as "causal" variables influencing these latent variables. Estimating this state-space model using a Kalman filter approach provides estimates of both the system parameters and a latent variable series. The results show that these latent effects contribute positively to apple and other fruit consumption, while reducing banana consumption.

Keywords: Marketing (search for similar items in EconPapers)
Date: 1999
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Citations: View citations in EconPapers (6)

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Related works:
Working Paper: Advertising and Retail Promotion of Washington Apples: A Structural Latent Variable Approach to Promotion Evaluation (1998)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:joaaec:15132

DOI: 10.22004/ag.econ.15132

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