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Izvorni znanstveni članak
https://doi.org/10.5513/JCEA01/20.4.2352

Suggesting the best bundle for dairy products based on consumers’ purchase behavior

Sina Ahmadi Kaliji ; PhD Candidate of Agricultural Economics, Sari Agricultural Sciences and Natural Resources University, Iran
Hamid Amirnejad ; Sari Agricultural Sciences and Natural Resources University, Iran
Seyed Mojtaba Mojaverian ; Sari Agricultural Sciences and Natural Resources University, Iran
Maurizio Canavari ; Alma Mater Studiorum University of Bologna, Italy

Puni tekst: engleski, pdf (890 KB) str. 1259-1274 preuzimanja: 181* citiraj
APA 6th Edition
Ahmadi Kaliji, S., Amirnejad, H., Mojtaba Mojaverian, S. i Canavari, M. (2019). Suggesting the best bundle for dairy products based on consumers’ purchase behavior. Journal of Central European Agriculture, 20 (4), 1259-1274. https://doi.org/10.5513/JCEA01/20.4.2352
MLA 8th Edition
Ahmadi Kaliji, Sina, et al. "Suggesting the best bundle for dairy products based on consumers’ purchase behavior." Journal of Central European Agriculture, vol. 20, br. 4, 2019, str. 1259-1274. https://doi.org/10.5513/JCEA01/20.4.2352. Citirano 16.10.2021.
Chicago 17th Edition
Ahmadi Kaliji, Sina, Hamid Amirnejad, Seyed Mojtaba Mojaverian i Maurizio Canavari. "Suggesting the best bundle for dairy products based on consumers’ purchase behavior." Journal of Central European Agriculture 20, br. 4 (2019): 1259-1274. https://doi.org/10.5513/JCEA01/20.4.2352
Harvard
Ahmadi Kaliji, S., et al. (2019). 'Suggesting the best bundle for dairy products based on consumers’ purchase behavior', Journal of Central European Agriculture, 20(4), str. 1259-1274. https://doi.org/10.5513/JCEA01/20.4.2352
Vancouver
Ahmadi Kaliji S, Amirnejad H, Mojtaba Mojaverian S, Canavari M. Suggesting the best bundle for dairy products based on consumers’ purchase behavior. Journal of Central European Agriculture [Internet]. 2019 [pristupljeno 16.10.2021.];20(4):1259-1274. https://doi.org/10.5513/JCEA01/20.4.2352
IEEE
S. Ahmadi Kaliji, H. Amirnejad, S. Mojtaba Mojaverian i M. Canavari, "Suggesting the best bundle for dairy products based on consumers’ purchase behavior", Journal of Central European Agriculture, vol.20, br. 4, str. 1259-1274, 2019. [Online]. https://doi.org/10.5513/JCEA01/20.4.2352

Sažetak
Product bundling can be attractive for consumers and also be profitable as a marketing strategy. Based on the importance of this promotion strategy, this study estimated the effect of features on consumers’ purchase preferences among 16 dairy products available in the assortment of a popular brand by using a d-level nested logit model. Data about consumer preferences were collected from a sample of dairy products consumers in Sari City, Iran in 2018. By using the results of preferences, this study ran an optimisation algorithm according to a maximum profit criterion and suggested the best bundle for dairy products. Based on the algorithm results, the bundle including 4 out of the 16 available products had the maximum expected profit. This paper found that the profit of selling this product bundle is higher than the profit that could be obtained selling these products separately.

Ključne riječi
product bundling; dairy products; consumer preferences; nested logit model

Hrčak ID: 230884

URI
https://hrcak.srce.hr/230884

Posjeta: 358 *