EFFECT OF GENERIC PROMOTION OF FLOWERS ON THE USE OF RETAIL FLOWER OUTLETS

Arbindra Rimal and Ronald W. Ward

No 21005, 1998 Annual meeting, August 2-5, Salt Lake City, UT from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: AIDs demand models are used to test if the generic promotion of fresh-cut flowers influenced the market shares for florists, supermarkets, and other retail outlets. Were the generic efforts outlet neutral? Generic promotions of fresh-cut flowers is shown to be outlet neutral while the brand advertising increased florists' market share.

Keywords: Fresh-cut flowers; generic promotion; AIDs model; Marketing (search for similar items in EconPapers)
Date: 1998

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