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| Tekijä: | Prasad, A. Strijnev, A. Zhang, Q. |
| Otsikko: | What can grocery basket data tell us about health consciousness? |
| Lehti: | International Journal of Research in Marketing
2008 : DEC, VOL. 25:4, p. 301-309 |
| Asiasana: | marketing consumer behaviour health economics Bayesian statistics estimation models grocery shops retailing USA |
| Kieli: | eng |
| Tiivistelmä: | Health-conscious (hereafter as: h-c.) consumers are an important segment for manufacturers and retailers. Among others, it is questioned how large and how proce sensitive the h-c. segment is. To find answers, this study controls for covariates such as price, distinguishes h-c. from intrinsic preferences, and assesses purchases over several categories with multiple nutritional attributes. A multi-category brand choice model is estimated using purchase history of a large sample (1062) of households (here as: h-hd./h-hds.) in 10 commonly purchased grocery categories. It is found that h-c. h-hds. constitute 18 percent of the market and that the more h-c. a h-hd. is, the less price sensitive it is. It is also shown that the following h-hd. demographic characteristics have strong impacts on a h-hd.'s h-c., that is, h-hd. income, h-hd. house ownership, employment status, education level, presence of young children in the h-hd., and the h-hd. ethnicity. |
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