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Millennial Parents and the Effectiveness of Generic Advertising for 100% Orange Juice

Author

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  • Salois, Matthew J.
  • Reilly, Amber

Abstract

The purpose of this study is to investigate the effectiveness of generic advertising on purchase of 100% orange juice using an econometric model that controls for different socio-demographic variables. Recent research in marketing emphasizes the importance of the Millennial Parent in media consumption and buying habits. Thus, the study also aims to assess consumption patterns the success of generic advertising on this generational sub-group. Specifically the key objectives of this study are: 1) to determine if purchase frequency of 100% orange juice is positively influenced by generic advertising efforts; 2) to investigate the association of different socio-economic indicators on purchase frequency of 100% orange juice; and 3) to assess if the impact of ad awareness on purchase frequency of 100% orange juice among Millennial Parents.

Suggested Citation

  • Salois, Matthew J. & Reilly, Amber, 2014. "Millennial Parents and the Effectiveness of Generic Advertising for 100% Orange Juice," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162592, Southern Agricultural Economics Association.
    • Handle: RePEc:ags:saea14:162592
    DOI: 10.22004/ag.econ.162592
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    References listed on IDEAS

    as
    1. Litzenberg, Kerry K., 2010. "Great Teaching: Undergraduate Agricultural Economics Millennial Students," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 42(03), pages 407-418, August.
    2. Stegelin, Forrest E., 2002. "Food And The Millennial Generation," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-3, March.
    3. Salois, Matthew J. & Reilly, Amber, 2014. "Consumer Response to Perceived Value and Generic Advertising," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(1), pages 17-30, April.
    4. Thomas, Arthur M. & Canter, Neil, 2009. "Financial Benefits of Florida Generic Orange Juice Marketing," Agricultural and Resource Economics Review, Cambridge University Press, vol. 38(3), pages 431-444, December.
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    7. Litzenberg, Kerry K., 2010. "Great Teaching: Undergraduate Agricultural Economics Millennial Students," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 42(3), pages 1-12, August.
    8. Thomas, Arthur M. & Canter, Neil, 2009. "Financial Benefits of Florida Generic Orange Juice Marketing," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(3), pages 1-14, December.
    9. Brosdahl, Deborah J.C. & Carpenter, Jason M., 2012. "U.S. male generational cohorts: Retail format preferences, desired retail attributes, satisfaction and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 545-552.
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    Consumer/Household Economics; Marketing;

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