Impacts of Promotional Tactics in a Conditional Demand System for Beverages

Mark G. Brown and Jonq-Ying Lee

Journal of Agribusiness, 2007, vol. 25, issue 2, 16

Abstract: This study examined the impacts of four promotional tactics—features, displays, features and display together, and temporary price reductions—in context of a conditional demand system for 12 beverages. The Rotterdam model with promotion effects specified through the Tintner-Ichimura-Basmann relationship was used in the empirical study. The estimated conditional-demand equations exhibited relatively strong own- and cross-promotional effects, indicating a relatively high level of competition for market share among the beverages studied.

Keywords: Agribusiness; Demand and Price Analysis (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jloagb:62293

DOI: 10.22004/ag.econ.62293

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