IDEAS home Printed from https://ideas.repec.org/a/ags/jlofdr/27623.html
   My bibliography  Save this article

Impacts Of Advertising And Promotion On The Demand For Scanned Purchases Of Vidalia Onions

Author

Listed:
  • Costa, Ecio de Farias
  • Epperson, James E.
  • Huang, Chung L.
  • McKissick, John C.

Abstract

This study evaluates the promotion and advertising impacts on the demand for scanned purchases of Vidalia onions and estimates returns to promotion expenditures. The analysis uses supermarket scanner data collected from scanned purchases of Vidalia onions and promotion expenditures generated by the Vidalia Onion Marketing Order. An error-components model is estimated to determine the impacts of promotion expenditures for scanned purchases of Vidalia onions, own price, prices of substitutes and complements, demographics, and seasonal variables for 10 different markets over a 260-week period from 1996 to 2001.

Suggested Citation

  • Costa, Ecio de Farias & Epperson, James E. & Huang, Chung L. & McKissick, John C., 2002. "Impacts Of Advertising And Promotion On The Demand For Scanned Purchases Of Vidalia Onions," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-10, March.
    • Handle: RePEc:ags:jlofdr:27623
    DOI: 10.22004/ag.econ.27623
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/27623/files/33010052.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.27623?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Henry Kinnucan & Olan D. Forker, 1986. "Seasonality in the Consumer Response to Milk Advertising with Implications for Milk Promotion Policy," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 68(3), pages 562-571.
    2. Onunkwo, Izuchukwu M. & Epperson, James E., 1999. "Export Demand For U.S. Pecans: Impacts Of U.S. Export Promotion," 1999 Annual meeting, August 8-11, Nashville, TN 21686, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Alston, Julian M. & Chalfant, James A. & Christian, Jason E. & Meng, Erika C.H. & Piggott, Nicholas E., 1997. "The California Table Grape Commission's Promotion Program: An Evaluation," Monographs, University of California, Davis, Giannini Foundation, number 11932, December.
    4. 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.
    5. Stanley R. Thompson & Doyle A. Eiler, 1977. "Determinants of Milk Advertising Effectiveness," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 59(2), pages 330-335.
    6. Ward, Ronald W. & Myers, Lester H., 1979. "Advertising Effectiveness and Coefficient Variation Over Time," Journal of Agricultural Economics Research, United States Department of Agriculture, Economic Research Service, vol. 31(1), pages 1-11, January.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Julian M. Alston & John M. Crespi & Harry M. Kaiser & Richard J. Sexton, 2007. "An Evaluation of California's Mandated Commodity Promotion Programs," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 29(1), pages 40-63.
    2. Costa, Ecio de Farias & Wolfe, Kent & Epperson, James E. & Huang, Chung L. & McKissick, John C., 2003. "Who Are The Consumers Of Vidalia Onions?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(1), pages 1-11, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Richards, Timothy J. & Patterson, Paul M., 1998. "New Varieties and the Returns to Commodity Promotion: Washington Fuji Apples," Working Papers 28541, Arizona State University, Morrison School of Agribusiness and Resource Management.
    2. Reberte, J. Carlos & Kaiser, Harry M. & Lenz, John E. & Forker, Olan D., 1996. "Generic Advertising Wearout: The Case Of The New York City Fluid Milk Campaign," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 21(2), pages 1-11, December.
    3. Noel Blisard & James R. Blaylock, 1992. "A double-hurdle approach to advertising: The case of cheese," Agribusiness, John Wiley & Sons, Ltd., vol. 8(2), pages 109-120.
    4. Meilke, Karl D. & Sarker, Rakhal & Le Roy, Danny G., 1996. "Analyzing The Potential For Increased Trade In Dairy Products: A Canadian Perspective," Proceedings of the 2nd Agricultural and Food Policy Systems Information Workshop, 1996: Understanding Canada\United States Dairy Disputes 16959, Farm Foundation, Agricultural and Food Policy Systems Information Workshops.
    5. Cox, Thomas L., 1989. "A Demand Systems Approach to the Analysis of Commodity Promotion Programs: The Case of Canadian Fats and Oils," Staff Papers 200478, University of Wisconsin-Madison, Department of Agricultural and Applied Economics.
    6. Onunkwo, Izuchukwu M. & Epperson, James E., 2001. "Export Demand For U.S. Almonds: Impacts Of U.S. Export Promotion Programs," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(1), pages 1-12, March.
    7. Onunkwo, Izuchukwu M. & Epperson, James E., 2000. "Export Demand For U.S. Walnuts: Impacts Of U.S. Export Promotion Programs," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(3), pages 1-7, November.
    8. Haydée Calderón & Teresa Fayós & Amparo Cervera, 2005. "A Model for valuation of government export promotion policies: An empirical analysis in the spanish context from a market oriented perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 2(2), pages 34-49, December.
    9. Capps, Oral, Jr. & Schmitz, John D., 1991. "Effect Of Generic Advertising On The Demand For Fluid Milk: The Case Of The Texas Market Order," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 23(2), pages 1-10, December.
    10. Hui-Shung Chang & Henry Kinnucan, 1990. "Generic advertising of butter in Canada: Optimal advertising levels and returns to producers," Agribusiness, John Wiley & Sons, Ltd., vol. 6(4), pages 345-354.
    11. Jonq-Ying Lee & Mark G. Brown & Gary F. Fairchild, 1989. "Some observations on the impact of advertising on demand," Agribusiness, John Wiley & Sons, Ltd., vol. 5(6), pages 607-618.
    12. Othman, Jamal B. & McIntosh, Christopher S. & Houston, Jack B., 1994. "Price Competition And Informational Product Differentiation Effectiveness: The Case Of Edible Vegetable Oils In The U.S," 1994 Annual Meeting, August 7-10, San Diego, California 271417, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    13. Henry W. Kinnucan & Cynda R. Clary, 1995. "Brand versus generic advertising: A conceptual framework with an application to cheese," Agribusiness, John Wiley & Sons, Ltd., vol. 11(4), pages 355-369.
    14. Lee, Jonq-Ying & Brown, Mark G., 1990. "Lag Structures in Commodity Advertising Research," 1990 Annual meeting, August 5-8, Vancouver, Canada 271019, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    15. Kinnucan, Henry W. & Chang, Hui-Shung (Christie) & Venkateswaran, Meenakshi, 1993. "Generic Advertising Wearout," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 61(03), pages 1-15, December.
    16. Longen, Kathryn A. & Claffey, Barbara A., 1981. "The Food Stamp Program as a Categorical Grant: Impact on Participation and Costs," 1981 Annual Meeting, July 26-29, Clemson, South Carolina 279330, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    17. Freixanet, Joan, 2022. "Export promotion programs: A system-based systematic review and agenda for future research," Journal of World Business, Elsevier, vol. 57(4).
    18. Carman, Hoy F. & Li, Lan & Sexton, Richard J., 2006. "A New Framework for Evaluating Commodity Promotion Programs: What Can We Learn from Disaggregate Data?," 2006 Annual meeting, July 23-26, Long Beach, CA 21229, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    19. Julian M. Alston & John M. Crespi & Harry M. Kaiser & Richard J. Sexton, 2007. "An Evaluation of California's Mandated Commodity Promotion Programs," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 29(1), pages 40-63.
    20. Kaiser, Harry M., 1995. "An Analysis of Generic Dairy Promotion in the United States," Research Bulletins 122997, Cornell University, Department of Applied Economics and Management.

    More about this item

    Keywords

    Demand and Price Analysis; Marketing;

    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:ags:jlofdr:27623. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/fdrssea.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.