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

Preprint OPEN
Rhodes, Charles;
(2010)
  • Subject: carbonated soft drink, marketing-mix models, demographic segmentation, econometric selection models, Nielsen panel data, food marketing policy, Agricultural and Food Policy, Consumer/Household Economics, Demand and Price Analysis, Food Consumption/Nutrition/Food Safety, Food Security and Poverty, Health Economics and Policy, D12, L66, M38,

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 cro... View more
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