EFFECT OF GENERIC PROMOTION OF FLOWERS ON THE USE OF RETAIL FLOWER OUTLETS

Arbindra Rimal and Ronald Ward

No 21005, 1998 Annual meeting, August 2-5, Salt Lake City, UT from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: AIDs demand models are used to test if the generic promotion of fresh-cut flowers influenced the market shares for florists, supermarkets, and other retail outlets. Were the generic efforts outlet neutral? Generic promotions of fresh-cut flowers is shown to be outlet neutral while the brand advertising increased florists' market share.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 12
Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea98:21005

DOI: 10.22004/ag.econ.21005

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