The effects of marketing activities on fast moving consumer good purchases: the case of yoghurt Italian market

Brasini, Sergio ; Freo, Marzia ; Tassinari, Giorgio (2005) The effects of marketing activities on fast moving consumer good purchases: the case of yoghurt Italian market. Bologna, IT: Dipartimento di Scienze Statistiche "Paolo Fortunati", Alma Mater Studiorum Università di Bologna, p. 27. DOI 10.6092/unibo/amsacta/1016. In: Quaderni di Dipartimento. Serie Ricerche ISSN 1973-9346.
Full text disponibile come:
[thumbnail of quaderni_ricerche_2005_EffectsOfMarketing.pdf]
Anteprima
Documento PDF
Download (251kB) | Anteprima

Abstract

This paper examines whether sales promotions effectiveness depends upon the consumer’s brand loyalty and her buying behaviour and whether consumer’s behavioural characteristics in term of purchase frequency and level affect the response to promotional activities and moderate the effect of brand loyalty during the consumer choice process. Different specifications for the utility function, exploiting information on selling price, promotional activities such as displays usage, ad features in the store, 3x2 and discount, and differently brand loyalty measures have been estimated into a discrete choice framework, that is into the rational brand choice paradigm, paying attention to their effects on individuals’ probabilities to choose the specific brand during each purchase occasion. The application is run on a ACNielsen dataset of Italian households consumer panel, observed to buy at least two yoghurt packages during a year, matched to store panel data with respect to quantities, prices and promotions.

Abstract
Tipologia del documento
Monografia (Working paper)
Autori
AutoreAffiliazioneORCID
Brasini, Sergio
Freo, Marzia
Tassinari, Giorgio
Parole chiave
promotional effectiveness, brand loyalty, purchase volume, purchase frequency, random utility model, multinomial logit, efficacia delle promozioni, fedeltà di marca, intensità di acquisto, frequenza di acquisto, modello di utilità casuale, modello logit multinomiale
Settori scientifico-disciplinari
ISSN
1973-9346
DOI
Data di deposito
30 Mag 2005
Ultima modifica
16 Mag 2011 11:39
URI

Altri metadati

Statistica sui download

Statistica sui download

Gestione del documento: Visualizza il documento

^