An analysis of the effects of a campaign supporting use of a health symbol on food sales and shopping behaviour of consumers

Table 2 Share of Keyhole labelled products as explained by campaign period and price

Predictor		Coefficient	p	Odds ratio	Coefficient	p	Odds ratio	Coefficient	p	Odds ratio
Predictor		Retail chain A			Retail chain B			Retail chain C
Fixed effects
Intercept		−1.091	.03		1.230	.04		.594	.02
Relative price		−.955	.00		−1.129	.00		−1.216	.00
During campaign		.186	.00	1.204	−.114	.00	0.892	.175	.00	1.191
Post campaign		.162	.00	1.176	−.219	.00	0.803	.283	.00	1.327
Random effects
Bread	Intercept	−2.457	.00		.513	.29		−.012	.78
Cereals	Intercept	1.700	.00		.004	.99		.544	.20
Fresh fish	Intercept	1.900	.00		1.428	.00		1.831	.00
Frozen fish	Intercept	1.302	.00		.513	.30		.029	.94
Fresh meat	Intercept	−2.351	.00		−.863	.08		−1.964	.00
Frozen meat	Intercept							−.718	.10
Fresh greens	Intercept	.903	.04		1.670	.00		−.439	.30
Frozen greens	Intercept	.582	.18		1.183	.01		2.011	.00
Frozen ready meals	Intercept	−1.268	.00		−2.271	.00		−1.879	.00
Chilled ready meals	Intercept	−1.216	.00
Sour milk products	Intercept	−.205	.64		−2.177	.00		.701	.10

ISSN: 1471-2458