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Impacts of Promotional Tactics in a Conditional Demand System for Beverages

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  • Brown, Mark G.
  • Lee, Jonq-Ying

Abstract

This study examined the impacts of four promotional tactics—features, displays, features and display together, and temporary price reductions—in context of a conditional demand system for 12 beverages. The Rotterdam model with promotion effects specified through the Tintner-Ichimura-Basmann relationship was used in the empirical study. The estimated conditional-demand equations exhibited relatively strong own- and cross-promotional effects, indicating a relatively high level of competition for market share among the beverages studied.

Suggested Citation

  • Brown, Mark G. & Lee, Jonq-Ying, 2007. "Impacts of Promotional Tactics in a Conditional Demand System for Beverages," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 25(2), pages 1-16.
    • Handle: RePEc:ags:jloagb:62293
    DOI: 10.22004/ag.econ.62293
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    References listed on IDEAS

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    1. Brown, Mark G. & Behr, Robert M. & Lee, Jonq-Ying, 1994. "Conditional Demand And Endogeneity? A Case Study Of Demand For Juice Products," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 19(1), pages 1-12, July.
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    Cited by:

    1. Lin, Biing-Hwan & Smith, Travis A. & Lee, Jonq-Ying, 2010. "Effects of Taxing Sugar-Sweetened Beverage and Subsidizing Milk: Beverage Consumption, Nutrition, and Obesity among US Children," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116448, European Association of Agricultural Economists.
    2. Kim, Hyeyoung & Zansler, Marisa & House, Lisa A., 2016. "The imperfect price responses of orange juice demand in the U.S," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235511, Agricultural and Applied Economics Association.
    3. Hyeyoung Kim & Marisa Zansler & Lisa A. House, 2018. "Retail promotion with price cut and the imperfect price responses of orange juice demand in the U.S," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 363-376, March.
    4. Brown, Mark G. & Jauregui, Carlos E., 2011. "Conditional Demand System for Beverages," Research papers 104335, Florida Department of Citrus.

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    Keywords

    Agribusiness; Demand and Price Analysis;

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