DEMOGRAPHIC VARIABILITY IN U.S. CONSUMER RESPONSIVENESS TO CARBONATED SOFT-DRINK MARKETING PRACTICES

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.


Issue Date:
2010
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/116419
Total Pages:
32
JEL Codes:
D12; L66; M38




 Record created 2017-04-01, last modified 2017-08-26

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