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PREDICTIVE MARKETING MIX MODELLING IN FMCG PACKAGED FOOD CATEGORY INCLUDING PRICE AND ADVERTISING IMPACT

100%
Kolanowski T. M.
Metody Ilościowe w Badaniach Ekonomicznych
|
2009
|
vol. 10
|
issue 1
131-141
EN
Case study describing estimation of Marketing Mix econometric sales modelling on packaged food fast moving consumer goods product. Model bases on two step modelling approach, using ordinary least squares method. Adstock data transformation has been used to evaluate advertising impact with time distributed lag. Paper presents non-linear relations between market distribution, consumer price levels and advertising as well as 52 weeks forward sales forecast accuracy evaluation.
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