MILKING THE MOST FROM YOUR PROMOTIONAL DOLLARS: AN ANALYSIS OF AGRIBUSINESS FIRMS SERVING U.S.AGRICULTURAL PRODUCERS

Maud Roucan-Kane () and Whitney Peake ()
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Whitney Peake: Department of Agricultural Economics, College of Agriculture, Purdue University

No 07-05, Working Papers from Purdue University, College of Agriculture, Department of Agricultural Economics

Abstract: Although the marketing mix has been covered in great detail in many veins of literature, very little information exists regarding the mix of marketing tools within the agriculture industry serving U.S. agricultural producers. Using a survey conducted by AgriMarketing magazine in June 2006, a two-fold analysis is undertaken. This study attempts to determine the differences in the use of marketing tools by industry and simple regression analysis is conducted to determine promotional factors that produce a significant impact on sales. Both mass media and other promotional tools were found to be the most consistently significant factor impacting sales of firms in the study.

Keywords: marketing mix; agribusiness; promotion; agriculture; marketing; mass media. expenditures (search for similar items in EconPapers)
JEL-codes: C20 Q13 (search for similar items in EconPapers)
Pages: 21 pages
Date: 2007
New Economics Papers: this item is included in nep-agr and nep-mkt
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Citations: View citations in EconPapers (1)

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