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The Economic Effects of New-Product Beef Promotion in Guatemala

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  • Leister, Amanda M.
  • Capps, Oral, Jr.
  • Rosson, C. Parr, III

Abstract

The United States Meat Export Federation (USMEF) implemented a new-product promotion program to increase exports of U.S. beef to Guatemala in response to the implementation of the Central America-Dominican Republic Free Trade Agreement (CAFTA-DR). Consumer responsiveness and the effectiveness of the U.S.-branded beef promotion program were analyzed in this study. Demand responses to promotion activities that launched three new U.S. beef cuts in Guatemala were estimated by applying the Parks procedure to pooled, time-series, and cross-sectional data. Empirical results indicated that the promotion increased demand.

Suggested Citation

  • Leister, Amanda M. & Capps, Oral, Jr. & Rosson, C. Parr, III, 2010. "The Economic Effects of New-Product Beef Promotion in Guatemala," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(2), pages 1-11, July.
    • Handle: RePEc:ags:jlofdr:139055
    DOI: 10.22004/ag.econ.139055
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    References listed on IDEAS

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    1. T. F. Funk & Karl D. Meilke & H. Bruce Huff, 1977. "Effects of Retail Pricing and Advertising on Fresh Beef Sales," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 59(3), pages 533-537.
    2. George C. Davis, 2005. "The Significance and Insignificance of Demand Analysis in Evaluating Promotion Programs," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(3), pages 673-688.
    3. Capps, Oral & Havlicek, Joseph, 1978. "The Demand for Gasoline and Diesel Fuel in Agricultural Use in Virginia," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 10(1), pages 59-64, July.
    4. Nicholas E. Piggott, 2000. "The Incidence of the Costs and Benefits of Generic Advertising," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 82(3), pages 665-671.
    5. Oral Capps, 1989. "Utilizing Scanner Data to Estimate Retail Demand Functions for Meat Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 71(3), pages 750-760.
    6. Timothy J. Richards & Pieter. Van Ispelen & Albert Kagan, 1997. "A Two-Stage Analysis of the Effectiveness of Promotion Programs for U.S. Apples," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(3), pages 825-837.
    7. Gary W. Brester & Ted C. Schroeder, 1995. "The Impacts of Brand and Generic Advertising on Meat Demand," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 77(4), pages 969-979.
    8. David B. Montgomery & Alvin J. Silk, 1972. "Estimating Dynamic Effects of Market Communications Expenditures," Management Science, INFORMS, vol. 18(10), pages 485-501, June.
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