The Effect of Different Levels of Promotional Expenditures on Sales of Fluid Milk

Wendell E. Clement, Peter L. Henderson and Cleveland P. Eley

No 320751, Miscellaneous Publications from United States Department of Agriculture, Economic Research Service

Abstract: Excerpts from the report: Consumption patterns for dairy products have changed considerably during the post-World War II period. Per capita consumption of some products--cheese, frozen desserts, skim milk, and nonfat dry milk--has been increasing. But per capita consumption of other products such as fluid whole milk, cream, butter, and evaporated milk has declined. The American Dairy Association, a voluntary organization supported by dairy farmers, has been the major group promoting dairy products on a non- brand basis. The specific objective of the study reported here was to determine whether increased promotional expenditures by the Association would increase sales of fluid milk enough to justify the added cost. Fluid milk was selected because it yields a higher net return to producers and is the major outlet for both milk fat and solids-not-fat, accounting for about 40 percent of total utilization of milk fat and over 60 percent of total utilization of solids-not-fat, and because of the continuing decline in consumption of fluid milk. Also, producers of fluid milk had been asking for such market tests.

Keywords: Food Consumption/Nutrition/Food Safety; Marketing; Research Methods/Statistical Methods (search for similar items in EconPapers)
Pages: 30
Date: 1965-10
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:uersmp:320751

DOI: 10.22004/ag.econ.320751

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