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Journal of Agricultural and Applied Economics >
Volume 32, Number 03, December 2000 >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/15307
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| 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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