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

Author

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  • 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(01), March.
  • Handle: RePEc:ags:jlofdr:27623
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    File URL: http://purl.umn.edu/27623
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    References listed on IDEAS

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    1. 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).
    2. 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.
    3. 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.
    4. Ward, Ronald W. & Myers, Lester H., 1979. "Advertising Effectiveness and Coefficient Variation Over Time," Agricultural Economics Research, United States Department of Agriculture, Economic Research Service, issue 1.
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    Cited by:

    1. 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(01), March.
    2. repec:oup:revage:v:29:y:2007:i:1:p:40-63. is not listed on IDEAS
    3. 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.

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    Keywords

    Demand and Price Analysis; Marketing;

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