Impacts of Flu/Cold Incidences and Retail Orange Juice Promotion on Orange Juice Demand
AbstractIn this study, we examine the impacts of retail promotions and flu/cold incidences on the demand for orange juice using weekly Nielsen grocery orange juice sales statistics and the flu/cold incidences reported by Surveillance Data Inc. The cross-section time-series pooling technique proposed by Parks was used to estimate the demand parameters. Results show that flu/cold incidences increased the effectiveness of retail promotions on the demand for orange juice.
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Bibliographic InfoArticle provided by Northeastern Agricultural and Resource Economics Association in its journal Agricultural and Resource Economics Review.
Volume (Year): 38 (2009)
Issue (Month): 3 (December)
retail promotion; flu; cold; orange juice; demand; Marketing;
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