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Examining Demand Elasticities in the U.S. Differentiated Yogurt Market

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  • Rezgar Mohammed
  • Olga Murova

Abstract

This article applies the Quadratic Almost Ideal Demand system (QUAIDS) model to households’ weekly purchases of yogurt augmented with household characteristics to analyze consumer choices and estimate demand elasticities in the U.S. differentiated yogurt market after the introduction of Chobani brand in 2005. Results show that households with a college degree are more likely to purchase Chobani and Dannon brands rather than Yoplait and private labels. Except for Dannon, demand is price elastic, while the new brand of Chobani has a higher elastic demand compared to the Yoplait brand. Branded yogurts are expenditure elastic with the highest magnitude for Chobani among brands.

Suggested Citation

  • Rezgar Mohammed & Olga Murova, 2019. "Examining Demand Elasticities in the U.S. Differentiated Yogurt Market," Applied Economics and Finance, Redfame publishing, vol. 6(6), pages 69-79, November.
    • Handle: RePEc:rfa:aefjnl:v:6:y:2019:i:6:p:69-79
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    More about this item

    Keywords

    demand; elasticity; QUAIDS; yogurt;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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