IDEAS home Printed from https://ideas.repec.org/p/pae/wpaper/07-05.html
   My bibliography  Save this paper

Milking The Most From Your Promotional Dollars: An Analysis Of Agribusiness Firms Serving U.S.Agricultural Producers

Author

Listed:
  • Maud ROUCAN-KANE
  • Whitney O. PEAKE

    (Department of Agricultural Economics, College of Agriculture, Purdue University)

Abstract

Although the marketing mix has been covered in great detail in many veins of literature, very little information exists regarding the mix of marketing tools within the agriculture industry serving U.S. agricultural producers. Using a survey conducted by AgriMarketing magazine in June 2006, a two-fold analysis is undertaken. This study attempts to determine the differences in the use of marketing tools by industry and simple regression analysis is conducted to determine promotional factors that produce a significant impact on sales. Both mass media and other promotional tools were found to be the most consistently significant factor impacting sales of firms in the study.

Suggested Citation

  • Maud ROUCAN-KANE & Whitney O. PEAKE, 2007. "Milking The Most From Your Promotional Dollars: An Analysis Of Agribusiness Firms Serving U.S.Agricultural Producers," Working Papers 07-05, Purdue University, College of Agriculture, Department of Agricultural Economics.
    • Handle: RePEc:pae:wpaper:07-05
    as

    Download full text from publisher

    File URL: http://ageconsearch.umn.edu/bitstream/7331/2/wp070005.pdf
    Download Restriction: no
    ---><---

    Citations

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


    Cited by:

    1. Chux Gervase Iwu & Christian Nedu Osakwe & Joseph Omotosho Ajayi, 2015. "Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(5), pages 1661-1669.

    More about this item

    Keywords

    marketing mix; agribusiness; promotion; agriculture; marketing; mass media. expenditures;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • C20 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - General

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:pae:wpaper:07-05. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Debby Weber (email available below). General contact details of provider: https://edirc.repec.org/data/dapurus.html .

    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.