Table 2 Nested logit model estimation...

Table 2

Nested logit model estimation results

Variables	Products	Coefficient	Standard deviation	Z	Marginal effect (per cent)
Price	Total products	−1.417***	0.593	−2.39	−0.308
Age	Low-fat milk	5.655***	2.077	2.72	1.230
	Low-fat yoghurt	1.261***	0.512	2.47	0.274
	N-carbonated doogh	0.456***	0.201	2.27	0.099
	Regular butter	4.062*	2.284	1.78	0.883
Gender	Full-fat yoghurt	−4.249*	2.365	−1.80	−0.924
	Cream cheese	−1.431***	0.555	−2.58	−0.311
	Normal cream	0.965**	0.505	1.91	0.210
	Other butter	4.026*	2.264	1.78	0.876
	Sticks ice cream	−6.408*	3.784	−1.69	−1.394
Household size	Low-fat milk	1.254***	0.323	3.88	0.273
	Natural cheese	5.111***	1.762	2.90	1.112
	N-carbonated doogh	3.132**	1.448	2.16	0.681
	Traditional ice cream	2.413***	1.003	2.40	0.525
	Fruity ice cream	7.043*	4.032	1.75	1.532
Education	Low-fat milk	0.482**	0.247	1.96	0.105
	Low-fat yoghurt	0.927*	0.550	1.69	0.202
	N-carbonated doogh	0.792*	0.462	1.72	0.172
	Regular butter	2.644***	0.786	3.36	0.575
	Traditional ice cream	1.753***	0.768	2.28	0.381
Living cost	Low-fat yoghurt	−1.244*	0.715	−1.74	−0.271
	Natural cheese	4.812***	1.549	3.11	1.047
	Lactic cheese	−3.664***	1.005	−3.64	−0.797
	Normal cream	−3.212***	1.436	−2.24	−0.699
	Sticks ice cream	−0.782*	0.428	−1.83	−0.170
Exercise	Low-fat milk	1.226***	0.247	4.97	0.267
Brand	Full-fat yoghurt	1.620*	0.881	1.84	0.352
	Lactic cheese	1.729***	0.518	3.34	0.376
	Sticks ice cream	1.335*	0.260	5.12	0.290
Price (4p)	Full-fat yoghurt	1.965**	0.918	2.14	0.427
	Natural cheese	2.052**	0.989	2.07	0.446
	Cream cheese	−4.061***	1.276	3.18	−0.883
	Normal cream	−1.846**	0.884	−2.09	−0.401
	Regular butter	0.751*	0.414	1.81	0.163
	Sticks ice cream	0.246***	0.076	3.26	0.053
	Traditional ice cream	0.761***	0.347	2.19	0.165
	Fruity ice cream	−3.075***	1.246	−2.47	−0.669
Product (4p)	Low-fat milk	1.326*	0.789	1.68	0.288
	Full-fat yoghurt	1.768*	1.004	1.76	0.384
	N-carbonated doogh	2.165**	1.027	2.11	0.471
	Regular butter	−1.433*	0.764	−1.87	−0.312
Place (4p)	Traditional ice cream	2.009*	1.138	1.77	0.437
Promotion (4p)	Cream cheese	1.746**	0.884	1.97	0.380

Variables	Products	Coefficient	Standard deviation	Z	Marginal effect (per cent)
Price	Total products	−1.417***	0.593	−2.39	−0.308
Age	Low-fat milk	5.655***	2.077	2.72	1.230
	Low-fat yoghurt	1.261***	0.512	2.47	0.274
	N-carbonated doogh	0.456***	0.201	2.27	0.099
	Regular butter	4.062*	2.284	1.78	0.883
Gender	Full-fat yoghurt	−4.249*	2.365	−1.80	−0.924
	Cream cheese	−1.431***	0.555	−2.58	−0.311
	Normal cream	0.965**	0.505	1.91	0.210
	Other butter	4.026*	2.264	1.78	0.876
	Sticks ice cream	−6.408*	3.784	−1.69	−1.394
Household size	Low-fat milk	1.254***	0.323	3.88	0.273
	Natural cheese	5.111***	1.762	2.90	1.112
	N-carbonated doogh	3.132**	1.448	2.16	0.681
	Traditional ice cream	2.413***	1.003	2.40	0.525
	Fruity ice cream	7.043*	4.032	1.75	1.532
Education	Low-fat milk	0.482**	0.247	1.96	0.105
	Low-fat yoghurt	0.927*	0.550	1.69	0.202
	N-carbonated doogh	0.792*	0.462	1.72	0.172
	Regular butter	2.644***	0.786	3.36	0.575
	Traditional ice cream	1.753***	0.768	2.28	0.381
Living cost	Low-fat yoghurt	−1.244*	0.715	−1.74	−0.271
	Natural cheese	4.812***	1.549	3.11	1.047
	Lactic cheese	−3.664***	1.005	−3.64	−0.797
	Normal cream	−3.212***	1.436	−2.24	−0.699
	Sticks ice cream	−0.782*	0.428	−1.83	−0.170
Exercise	Low-fat milk	1.226***	0.247	4.97	0.267
Brand	Full-fat yoghurt	1.620*	0.881	1.84	0.352
	Lactic cheese	1.729***	0.518	3.34	0.376
	Sticks ice cream	1.335*	0.260	5.12	0.290
Price (4p)	Full-fat yoghurt	1.965**	0.918	2.14	0.427
	Natural cheese	2.052**	0.989	2.07	0.446
	Cream cheese	−4.061***	1.276	3.18	−0.883
	Normal cream	−1.846**	0.884	−2.09	−0.401
	Regular butter	0.751*	0.414	1.81	0.163
	Sticks ice cream	0.246***	0.076	3.26	0.053
	Traditional ice cream	0.761***	0.347	2.19	0.165
	Fruity ice cream	−3.075***	1.246	−2.47	−0.669
Product (4p)	Low-fat milk	1.326*	0.789	1.68	0.288
	Full-fat yoghurt	1.768*	1.004	1.76	0.384
	N-carbonated doogh	2.165**	1.027	2.11	0.471
	Regular butter	−1.433*	0.764	−1.87	−0.312
Place (4p)	Traditional ice cream	2.009*	1.138	1.77	0.437
Promotion (4p)	Cream cheese	1.746**	0.884	1.97	0.380

Note(s): ***, ** and * indicate significance at the 1, 5 and 10% levels, respectively

McFadden pseudo R² = 0.58, chi-squared = 7.44, log-likelihood function = −26.31

Source(s): Table by authors

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