A Pilot Study of the Market for Energy Drinks

Oral Capps and Robin D. Hanselman

Journal of Food Distribution Research, 2012, vol. 43, issue 3

Abstract: The energy drink market is one of the fastest growing markets in the non-alcoholic beverage industry. Yet, relatively little is known about this set of “new age” beverages. To fill this research void, we provide a historical perspective on this market and gather information from a local retailer located close to the campus of Texas A&M University to estimate the demand interrelationships for major energy drink brands (Full Throttle, Monster, Red Bull, and Rock-star). We employ the Barten synthetic demand system in this regard and obtain estimates of own-price, cross-price, and expenditure elasticities for the respective brands.

Keywords: Demand and Price Analysis; Marketing (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:158987

DOI: 10.22004/ag.econ.158987

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