Consumer’s revealed preferences for yogurt purchase in Catalonia: A Generalized Multinomial Logit Approach
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The revealed-preferences of yogurt consumption in Catalonia was analyzed in order to identify the attributes affecting the purchase behavior and to suggest reliable marketing strategies for the yogurt industry. The Discrete Choice Modelling was applied using the Generalized Multinomial Logit Model (G-MNL) calibrated on 52 weeks of yogurt purchases by 987 households that belongs to the home-scan database of ©Kantar World panel during 2012. Eight different yogurt categories were created within the four main supermarket chains in Catalonia (Mercadona, Dia, Carrefour and Lidl) using the following attributes: brand, added ingredients, fat content and the price which was differentiated by two monthly dynamic price indicators. Results showed that the price was the major driving factor. Consumers were more sensitive to the price per product unit than for the price per kilogram showing that yogurt industry could take advantage of this tendency by producing smaller yogurt units with lower weight and cheaper price per unit rather than introducing products with greater volume and cheaper price per kilogram. There was also a clear tendency to consume more private label, especially within the consumers belonging to the lower social class, large families, immigrant populations and individuals aged less than 65 years old. Finally higher levels of randomness related to scale heterogeneity were more significant in the sale points where consumers face a broader variety of products.
CitacióHellai, W., Kallas, Z., Gil, J.M. Consumer’s revealed preferences for yogurt purchase in Catalonia: A Generalized Multinomial Logit Approach. A: European Association of Agricultural Economists Seminar. "Proceedins of the 148 EAAE seminar". La Haya: 2015, p. 1-20.
Versió de l'editorhttp://econpapers.repec.org/paper/agseaa148/229263.htm
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