Data/hora: 16/06/2024 09:40:03

Provedor de dados: | Research in Agricultural & Applied Economics (AgEcon Searh)
País: | United States
Título: | DEMOGRAPHIC VARIABILITY IN U.S. CONSUMER RESPONSIVENESS TO CARBONATED SOFT-DRINK MARKETING PRACTICES
Autores: | Rhodes,   Charles.
Data: | 2011-10-10
Ano: | 2010
Palavras-chave: | Carbonated soft drink; Marketing-mix models; Demographic segmentation; Econometric selection models; Nielsen panel data; Food marketing policy; Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; D12; L66; M38.
Resumo: | Using three years of Nielson Homescan and advertising data from 16 major metropolitan areas across the U.S. to construct a panel data set that follows weekly consumer purchasing behavior, this paper investigates the impact of marketing activities on a representative cross-section of U.S. consumers. Because many consumers do not participate in the market week-in and week-out, I apply Heckman’s econometric selection model to recover the impact of pricing, advertising, and promotion on a wide range of consumer segments. Reduced-form estimates of consumer responsiveness to these marketing activities reveal different effects across consumer segments, which have numerous implications for marketing policy.
Tipo: | Conference Paper or Presentation
Idioma: | Inglês
Identificador: | http://purl.umn.edu/116419
Relação: | European Association of Agricultural Economists&gt;115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany
Formato: | 32