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Scanner Data Analysis With Specific Reference To The South African Carbohydrate Market

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  • Elliott, Mike
  • van Zyl, Johan

Abstract

Bar code scanning data pertaining to the urban carbohydrate market were analysed. Emphasis was placed on the strategic importance of the data to the marketing of maize meal products. Elasticities indicate that maize meal and potatoes tend to be relatively price inelastic, whilst bread and rice are more price elastic. Important results emanating from the analyses are that the relative price and the convenience of a product play an important role in the purchasing of a product in the carbohydrate market. Characteristics of the consumers of maize meal were determined for both Black and White consumers, thereby enabling a more informed targeting of advertising campaigns. Other strategic information extracted from the data indicates the practical nature and usefulness of such data.

Suggested Citation

  • Elliott, Mike & van Zyl, Johan, 1991. "Scanner Data Analysis With Specific Reference To The South African Carbohydrate Market," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 30(2), June.
    • Handle: RePEc:ags:agreko:267362
    DOI: 10.22004/ag.econ.267362
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    References listed on IDEAS

    as
    1. McLaughlin, Edward W. & Lesser, William H., 1986. "Experimental Price Variability and Consumer Response: Tracking Potato Sales with Scanners," Staff Papers 186131, Cornell University, Department of Applied Economics and Management.
    2. 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.
    3. Nieuwoudt, W. L., 1973. "Data Problems in agricultural economic research," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 12(1), January.
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    Cited by:

    1. Elliott, M. B. & van Zyl, J., 1991. "The Effect Of Income On The Market For Carbohydrates In South Africa," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 30(4), December.

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