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Impacts of Flu/Cold Incidences and Retail Orange Juice Promotion on Orange Juice Demand


  • Lee, Jonq-Ying
  • Brown, Mark G.


In 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.

Suggested Citation

  • Lee, Jonq-Ying & Brown, Mark G., 2009. "Impacts of Flu/Cold Incidences and Retail Orange Juice Promotion on Orange Juice Demand," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(3), December.
  • Handle: RePEc:ags:arerjl:59242

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    Cited by:

    1. Kim, Hyeyoung & Zansler, Marisa & House, Lisa A., 2016. "The imperfect price responses of orange juice demand in the U.S," 2016 Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts 235511, Agricultural and Applied Economics Association.

    More about this item


    retail promotion; flu; cold; orange juice; demand; Marketing;


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