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Advertising and Product Confusion: A Case Study of Grapefruit Juice

Author

Listed:
  • Brown, Mark G.
  • Lee, Jonq-Ying
  • Behr, Robert M.

Abstract

Demand relationships for two closely related products -- grapefruit juice and grapefruit-juice cocktail -- were estimated from grocery-store scanner data to analyze the contention that consumer confusion exists between the two products. Results suggest confusion may exist, with grapefruit-juice advertising not only increasing the demand for grapefruit juice but also for grapefruit-juice cocktail.

Suggested Citation

  • Brown, Mark G. & Lee, Jonq-Ying & Behr, Robert M., 1990. "Advertising and Product Confusion: A Case Study of Grapefruit Juice," Research papers 52710, Florida Department of Citrus.
    • Handle: RePEc:ags:fdcrrp:52710
    DOI: 10.22004/ag.econ.52710
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    File URL: https://ageconsearch.umn.edu/record/52710/files/RP1990-2.pdf
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