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, 338-344

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.

Date: 2009
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