The Economic Effects of New Product Beef Promotion in Guatemala

Amanda M. Leister, Oral Capps and C. Rosson
Authors registered in the RePEc Author Service: Amanda M. Countryman

No 6067, 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: The implementation of the Central America-Dominican Republic Free Trade Agreement (CAFTA-DR) has expanded trade opportunities for U.S. agricultural producers. U.S. beef is an important product affected by the agreement, and the United States Meat Export Federation (USMEF) invested in a new product promotion program to increase exports of U.S. beef to Guatemala. Consumer responsiveness and the effectiveness of the U.S. branded beef promotion program are analyzed in this study. Demand responses to promotion activities that launched three new U.S. beef value cuts in Guatemala’s Hotel, Restaurant and Institutional (HRI) sector were estimated by applying the Parks Model of Generalized Least Squares regression to pooled, time-series and cross sectional data. Results show a negative relationship between own price and sales quantity, while the effect of advertising on quantity sold is positive. Demand for the U.S. beef value cuts increased as a result of the promotion, although the costs of the promotion program exceeded the additional revenue generated as a result of promotion activities.

Keywords: Livestock Production/Industries; Marketing (search for similar items in EconPapers)
Pages: 33
Date: 2008
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/6067/files/470637.pdf (application/pdf)

Related works:
Journal Article: The Economic Effects of New-Product Beef Promotion in Guatemala (2010)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea08:6067

DOI: 10.22004/ag.econ.6067

Access Statistics for this paper

More papers in 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().