Targeting Consumers by Store - The Basis of Increased Sales with Less Advertising

Abstract

Conditional Logit approach was used to analyze the Choice Experiment data obtained from the grocery stores and supermarket of Tbilisi, Georgia. Results show that customers' preferences for selected pork attributes in different stores are not the same. So, targeting customers by store can be beneficial marketing tool for pork suppliers.Willingness-to-Pay, Choice Experiment, Pork Attributes, Marketing, D120, D190, M390, Q130, Q180,