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.


Issue Date:
1999
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/21627
Total Pages:
15
Series Statement:
Selected Paper




 Record created 2017-04-01, last modified 2017-04-26

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