IDEAS home Printed from https://ideas.repec.org/a/wly/agribz/v35y2019i4p501-515.html
   My bibliography  Save this article

Assessing key factors influencing orange juice demand in the current US market

Author

Listed:
  • Yan Heng
  • Ronald W. Ward
  • Lisa A. House
  • Marisa Zansler

Abstract

The US orange juice (OJ) industry has experienced dramatic changes and pressure from both the supply and demand side in the past decade. It is critical for the industry to understand and enhance consumer's demand to sustain the higher prices associated with decreased production and maintain demand for the point in time where production can recover. This study utilized both Nielsen scanner data and a unique consumer tracker database to explore the impact of key factors on OJ consumption to estimate the return on investment. The usage of two datasets and multiple methods increases the reliability of results. Our results identified several demand drivers including demographics, health conditions, promotion awareness, and consumer's positive perceptions. Moreover, this study implies that a larger positive impact can be obtained by focusing on the positive aspects over responding to negative news. Therefore, we suggest the industry enhance generic promotion and advertising awareness and develop marketing programs that emphasize the positive attributes and benefits of OJ.

Suggested Citation

  • Yan Heng & Ronald W. Ward & Lisa A. House & Marisa Zansler, 2019. "Assessing key factors influencing orange juice demand in the current US market," Agribusiness, John Wiley & Sons, Ltd., vol. 35(4), pages 501-515, October.
  • Handle: RePEc:wly:agribz:v:35:y:2019:i:4:p:501-515
    DOI: 10.1002/agr.21596
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/agr.21596
    Download Restriction: no

    File URL: https://libkey.io/10.1002/agr.21596?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Palma, Marco A. & Ward, Ronald W., 2010. "Measuring Demand Factors Influencing Market Penetration and Buying Frequency for Flowers in the U.S," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 13(1), pages 1-18, February.
    2. Schmit, Todd M. & Dong, Diansheng & Chung, Chanjin & Kaiser, Harry M. & Gould, Brian W., 2002. "Identifying The Effects Of Generic Advertising On The Household Demand For Fluid Milk And Cheese: A Two-Step Panel Data Approach," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 27(1), pages 1-22, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xuqi Chen & Yan Heng & Zhifeng Gao & Yuan Jiang, 2022. "Impacts of duo‐regional generic advertising of social media on consumer preference," Agribusiness, John Wiley & Sons, Ltd., vol. 38(1), pages 21-44, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Schmit, Todd M. & Chung, Chanjin & Kaiser, Harry M., 2006. "The Dairy Case Management Program: Does It Mooove More Milk?," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 21(2), pages 1-6.
    2. Peter Slade & Mila Markevych, 2024. "Killing the sacred dairy cow? Consumer preferences for plant‐based milk alternatives," Agribusiness, John Wiley & Sons, Ltd., vol. 40(1), pages 70-92, January.
    3. Rombach, Meike & Widmar, Nicole Olynk & Byrd, Elizabeth & Bitsch, Vera, 2018. "Do all roses smell equally sweet? Willingness to pay for flower attributes in specialized retail settings by German consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 91-99.
    4. Biing‐Hwan Lin & Steven T. Yen & Diansheng Dong & David M. Smallwood, 2010. "Economic Incentives For Dietary Improvement Among Food Stamp Recipients," Contemporary Economic Policy, Western Economic Association International, vol. 28(4), pages 524-536, October.
    5. Gulgun Yildiz Tiryaki & Cuma Akbay, 2010. "Consumers’ fluid milk consumption behaviors in TURKEY: an application of multinomial logit model," Quality & Quantity: International Journal of Methodology, Springer, vol. 44(1), pages 87-98, January.
    6. Pedro A. Alviola & Oral Capps, 2010. "Household demand analysis of organic and conventional fluid milk in the United States based on the 2004 Nielsen Homescan panel," Agribusiness, John Wiley & Sons, Ltd., vol. 26(3), pages 369-388.
    7. Lisa A. House & Yuan Jiang & Matthew Salois, 2015. "Measures of Online Advertising Effectiveness for Market Penetration: The Case of Orange Juice Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 435-448, December.
    8. Rodriguez, J. & Hernandez, J. & Quevedo, D., 2015. "Generation X and Generation Y. An approach of consumption values toward roses in the South of the State of Mexico," 2015 Conference, August 9-14, 2015, Milan, Italy 210968, International Association of Agricultural Economists.
    9. House, Lisa A. & Jiang, Yuan & Salois, Matthew, 2014. "Measures of Online Advertising Effectiveness: The Case of Orange Juice," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 169776, Agricultural and Applied Economics Association.
    10. Khaoula Toumi & Christiane Vleminckx & Joris Van Loco & Bruno Schiffers, 2016. "Pesticide Residues on Three Cut Flower Species and Potential Exposure of Florists in Belgium," IJERPH, MDPI, vol. 13(10), pages 1-14, September.
    11. Stewart, Hayden & Dong, Diansheng, 2023. "U.S. Household Purchases of Dairy Milk and Plant-Based Milk Alternatives," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(1), January.
    12. Davis, Christopher G. & Blayney, Donald P. & Cooper, Joseph C. & Yen, Steven T., 2009. "An Analysis of Demand Elasticities for Fluid Milk Products in the U.S," 2009 Conference, August 16-22, 2009, Beijing, China 51791, International Association of Agricultural Economists.
    13. Xuqi Chen & Yan Heng & Zhifeng Gao & Yuan Jiang, 2022. "Impacts of duo‐regional generic advertising of social media on consumer preference," Agribusiness, John Wiley & Sons, Ltd., vol. 38(1), pages 21-44, January.
    14. Davis, Christopher G. & Dong, Diansheng & Blayney, Donald P. & Yen, Steven T. & Stillman, Richard, 2012. "U.S. Fluid Milk Demand: A Disaggregated Approach," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(1), pages 1-26, February.
    15. Collart, Alba J. & Palma, Marco A. & Carpio, Carlos E., 2013. "Consumer Response to Point of Purchase Advertising for Local Brands," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 45(2), pages 229-242, May.
    16. Capps, Oral, Jr. & Williams, Gary W. & Dang, Trang, 2010. "Effects of Lamb Promotion on Lamb Demand and Imports," Reports 90492, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    17. Palma, Marco A. & Hall, Charles R. & Collart, Alba J., 2011. "Repeat Buying Behavior for Ornamental Plants: A Consumer Profile," Journal of Food Distribution Research, Food Distribution Research Society, vol. 42(2), pages 1-11, July.
    18. MacDonald, James M. & Cessna, Jerry & Mosheim, Roberto, 2016. "Changing Structure, Financial Risks, and Government Policy for the U.S. Dairy Industry," Economic Research Report 262200, United States Department of Agriculture, Economic Research Service.
    19. Bakhtavoryan, Rafael & Capps, Jr., Oral, . "A Demand Systems Analysis for Cheese Varieties Using a Balanced Panel of US-Designated Market Areas, 2018–2020," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 49(2).
    20. Cuma Akbay & Gulgun Yildiz Tiryaki, 2008. "Unpacked and packed fluid milk consumption patterns and preferences in Turkey," Agricultural Economics, International Association of Agricultural Economists, vol. 38(1), pages 9-20, January.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:agribz:v:35:y:2019:i:4:p:501-515. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.