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

Timothy 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: Demand and Price Analysis; Marketing (search for similar items in EconPapers)
Pages: 15
Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea99:21627

DOI: 10.22004/ag.econ.21627

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