IDEAS home Printed from
   My bibliography  Save this paper

Effects of Fluid Milk Advertising in Taiwan


  • Hsu, Jane Lu
  • Liu, Gary Shang-Min


This study utilized the cluster analysis to examine effectiveness of fluid milk advertising in Taiwan. Consumers with different perceptions of advertising were grouped into three clusters. The “high-perception” cluster consisted of larger percentage of women at ages 26 to 35, with higher household income, and living in smaller households. The “low-perception” cluster consisted of more male, older people, with lower household income, and living in larger households. Consumers who were more sensitive to fluid milk advertising tended to consume more fluid milk after perceiving advertising.

Suggested Citation

  • Hsu, Jane Lu & Liu, Gary Shang-Min, 2000. "Effects of Fluid Milk Advertising in Taiwan," 2000 Conference (44th), January 23-25, 2000, Sydney, Australia 123694, Australian Agricultural and Resource Economics Society.
  • Handle: RePEc:ags:aare00:123694

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    Livestock Production/Industries; Marketing;


    Access and download statistics


    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:aare00:123694. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.