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| Tekijä: | Putsis, W. P. Jr. Dhar, R. |
| Otsikko: | An empirical analysis of the determinants of category expenditure |
| Lehti: | Journal of Business Research
2001 : JUN, VOL. 52:3, p. 277-291 |
| Asiasana: | Brands Promotion Competitive advantage |
| Vapaa asiasana: | Promotion Category expansion Private labels |
| Kieli: | eng |
| Tiivistelmä: | The paper explores the determinants of total category expenditure. Building on previous research that focused on a limited number of categories, this research attemts to produce more general results by using IRI data from 1991-92 to estimate category-level expenditure equations for private label and branded products across 135 food product categories and 59 geographic markets. The resluts suggest that there can be significant differences across markets and across categories. |
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