Advertising and Product Confusion: A Case Study of Grapefruit Juice

Mark G. Brown, Jonq-Ying Lee and Robert M. Behr

No 52710, Research papers from Florida Department of Citrus

Abstract: Demand relationships for two closely related products -- grapefruit juice and grapefruit-juice cocktail -- were estimated from grocery-store scanner data to analyze the contention that consumer confusion exists between the two products. Results suggest confusion may exist, with grapefruit-juice advertising not only increasing the demand for grapefruit juice but also for grapefruit-juice cocktail.

Keywords: Agribusiness; Consumer/Household Economics; Demand and Price Analysis (search for similar items in EconPapers)
Pages: 17
Date: 1990-03
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Persistent link: https://EconPapers.repec.org/RePEc:ags:fdcrrp:52710

DOI: 10.22004/ag.econ.52710

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