Table 6.
Effect of campaign on purchase behaviour in store
| Dependent: Health as one of the purchase motives | ||||||||
|---|---|---|---|---|---|---|---|---|
| Class 1: Longer education |
Class 2: Short education, not men >35 years |
Class 3: Men > 35 years with short education |
p* (main effect) | p* (difference between classes) | ||||
| Coefficient | Odds ratio | Coefficient | Odds ratio | Coefficient | Odds ratio | |||
| Intercept | −0.755 | −1.362 | −1.094 | .00 | .07 | |||
| Period: Campaign (vs. pre-campaign) | −0.215 | .806 | 0.749 | 2.114 | 0.247 | 1.280 | .00 | .03 |
| Coefficient | Odds ratio | |||||||
| Product: Ready meals (vs. cereals) | −0.698 | .497 | .00 | |||||
| Retail chain: B (vs. A) | −0.398 | .671 | .00 | |||||
| Dependent: Looked for nutrition information | ||||||||
| Intercept | −.944 | |||||||
| Period: Campaign (vs. pre-campaign) | .469 | 1.598 | .00 | |||||
| Product: Ready meals (vs. cereals) | ns | |||||||
| Retail chain: B (vs. A) | .286 | 1.331 | .01 | |||||
*Wald statistic