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Please use this identifier to cite or link to this item: http://purl.umn.edu/15307

Title: THE IMPACT OF PROMOTION AND ADVERTISING: A LATENT CLASS APPROACH
Authors: Richards, Timothy J.
Keywords: advertising
apple
demand
latent class analysis
multinomial logit
segmentation
Issue Date: 2000-12
Abstract: Typically, marketers define market segments by their demographic characteristics, assuming that these segments represent consumers with relatively homogeneous buying patterns. A more managerially useful definition, however, groups consumers of similar behavior directly and then seeks to find demographic commonalities among them. This study uses a latent class analysis technique to segment consumers based on their responsiveness to a set of marketing variables, finding that a multiple-segment model provides a better fit to the data, and that these segments differ significantly in their responsiveness. By targeting marketing activities to their most responsive segments, the efficiency of commodity promotion can be dramatically improved.
URI: http://purl.umn.edu/15307
Institution/Association: Journal of Agricultural and Applied Economics>Volume 32, Number 03, December 2000
Total Pages: 17
Language: English
From Page: 441
To Page: 457
Collections:Volume 32, Number 03, December 2000

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