INVESTIGADORES
LARROSA Juan Manuel Ceferino
artículos
Título:
Marketing attributes in yogurt weekly pricing in Argentina
Autor/es:
LARROSA, JUAN M.C.; GIORDANO, VICTORIA; URIARTE, JUAN IGNACIO; RAMÍREZ MUÑOS DE TORO, GONZALO
Revista:
Journal of Revenue and Pricing Management
Editorial:
Springer Nature
Referencias:
Lugar: London; Año: 2021
ISSN:
1476-6930
Resumen:
Pricing under inflationproves to affect marketing effectiveness. We analyze the weekly price evolutionof yogurt segments offered in supermarkets in Argentina for the period2015-2020. By taking into account the strong macroeconomic instability of theperiod, we try to figure out what role marketing variables such as productattributes and promotions have played in pricing. We found that specificattributes such as flavor and texture and time effects significant. Asexpected, much of the pricing was affected by general and sectorial inflationof the period.
