Impacts of Flu/Cold Incidences and Retail Orange Juice Promotion on Orange Juice Demand

Jonq-Ying Lee and Mark G. Brown

Agricultural and Resource Economics Review, 2009, vol. 38, issue 3, 7

Abstract: In this study, we examine the impacts of retail promotions and flu/cold incidences on the demand for orange juice using weekly Nielsen grocery orange juice sales statistics and the flu/cold incidences reported by Surveillance Data Inc. The cross-section time-series pooling technique proposed by Parks was used to estimate the demand parameters. Results show that flu/cold incidences increased the effectiveness of retail promotions on the demand for orange juice.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:arerjl:59242

DOI: 10.22004/ag.econ.59242

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