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

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

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.

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Article provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.

Volume (Year): 33 (2002)
Issue (Month): 01 (March)

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Handle: RePEc:ags:jlofdr:27623
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  1. 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.
  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. 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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