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.
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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.

Document type
Monograph (Working Paper)
Brasini, Sergio
Freo, Marzia
Tassinari, Giorgio
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
Deposit date
30 May 2005
Last modified
16 May 2011 11:39

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