Estimating demand elasticities for cereal products: A socioeconomic approach using scanner data

Eugene Jones, Barry W. Mustiful and Wen S. Chern
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Eugene Jones: Department of Agricultural Economics, The Ohio State University, Postal: Department of Agricultural Economics, The Ohio State University
Barry W. Mustiful: Department of Agricultural Economics, The Ohio State University, Postal: Department of Agricultural Economics, The Ohio State University
Wen S. Chern: Department of Agricultural Economics, The Ohio State University, Postal: Department of Agricultural Economics, The Ohio State University

Agribusiness, 1994, vol. 10, issue 4, 325-339

Abstract: Scanner data are used to estimate demand elasticities for breakfast cereals in two socioeconomic areas. Five groups of cereals are identified and the own-price elasticities for four of these are negative, statistically significant, and in the elastic range. A fifth group, snack cereals, is shown to have a statistically insignificant own-price elasticity and this is hypothesized to be related to impulse buying. Lower-income shoppers are more inclined to purchase the lowest-priced products within a product group; they are also more predisposed to select purchases from lower-priced product groups. Lower-income shoppers purchase private label cereals with twice the frequency of higher-income shoppers. ©1994 by John Wiley & Sons, Inc.

Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:10:y:1994:i:4:p:325-339

DOI: 10.1002/1520-6297(199407/08)10:4<325::AID-AGR2720100406>3.0.CO;2-H

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