Brand-Level Demand Analysis of Mayonnaise in Northeast Texas

Rafael Bakhtavoryan

No 251922, 2017 Annual Meeting, February 4-7, 2017, Mobile, Alabama from Southern Agricultural Economics Association

Abstract: Mayonnaise is the most consumed condiment in the U.S. with domestic consumers spending some $2 billion on its consumption and with a couple of brands controlling a significant portion of the market. However, the demand for mayonnaise at the brand level has not been studied extensively in previous research. In this study, the Barten synthetic model was estimated to investigate the demand for mayonnaise and competition among major mayonnaise brands (private label, Hellmann’s, Kraft, and other brands) in Northeast Texas. Compensated cross-price elasticities revealed that Kraft was the major competitor to private label and other brands, while private label was the major competitor to Kraft.

Keywords: Consumer/Household Economics; Demand and Price Analysis (search for similar items in EconPapers)
Pages: 22
Date: 2017
New Economics Papers: this item is included in nep-ipr and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:saea17:251922

DOI: 10.22004/ag.econ.251922

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