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| Author: | Fader, P.S. Lodish, L.M. |
| Title: | A cross-category analysis of category structure and promotional activity for grocery products. |
| Journal: | Journal of Marketing
1990 : OCT, VOL. 54:4, p. 52-65 |
| Index terms: | GROCERY SHOPS SALES PROMOTION CLUSTER ANALYSIS CONSUMER GOODS PURCHASING |
| Language: | eng |
| Abstract: | A wide assortment of product categories is compared cross-sectionally. Structural characteristics considered are household penetration, purchase per household, purchase cycle, average price and market share. Promotional variable measuring consumer usage of the different deals are also considered. Each set of variables is analysed separately using various multivariate procedures; two clusters of products are made /household penetration and purchase frequency/. The two sets are integrated and several hypotheses relating category structure to promotional activity are tested. Strong and consistent relationships are found: 69 percent of the products are in the anticipated cross-cluster combination. |
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