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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
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    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.

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    File URL: http://purl.umn.edu/62293
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    Bibliographic Info

    Article provided by Agricultural Economics Association of Georgia in its journal Journal of Agribusiness.

    Volume (Year): 25 (2007)
    Issue (Month): 2 ()
    Pages:

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    Handle: RePEc:ags:jloagb:62293

    Contact details of provider:
    Postal: 301 Conner Hall, University of Georgia, Athens, GA 30602-7509
    Web page: http://www.agecon.uga.edu/~jab/
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    Related research

    Keywords: advertising; demand; promotion; Rotterdam model; Agribusiness; Demand and Price Analysis;

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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(01), 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 & Agricultural and Applied Economics Association.
    2. Brown, Mark G. & Jauregui, Carlos E., 2011. "Conditional Demand System for Beverages," Research Papers 2011 104335, Florida Department of Citrus.

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