Working Papers

The Impact of Nutrition Claims on SKU Choice: An Investigation of the Moderating Impact of SKU and Category Characteristics

Niels Holtrop, Kathleen Cleeren, Kelly Geyskens, and Peter Verhoef

Jan 17, 2020

Investigates the effect of nutrition claims on consumers’ SKU choice in a grocery context; uses a dataset on U.K. household product purchases containing 1,765 SKUs and 1,004 nutrition claims, across 29 food categories and an attribute-based choice model

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