Financial Benefits of Florida Generic Orange Juice Marketing

Arthur M. Thomas and Neil Canter

Agricultural and Resource Economics Review, 2009, vol. 38, issue 3, 14

Abstract: The benefits to Florida orange growers of generic orange juice advertising are assessed using additive, nonlinear, regional econometric models, measuring the impact of category and brand marketing efforts on category demand while controlling for pricing and various other factors. The study shows that generic marketing efforts increased orange juice category demand by 8.3 percent, resulting in increased orange prices and a benefit-to-cost ratio to Florida growers of 3.5 to 1. Branded promotional activity was found to primarily fuel brand switching and pantry-loading, with only modest impacts on overall category demand.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:arerjl:59257

DOI: 10.22004/ag.econ.59257

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