Millennial Parents and the Effectiveness of Generic Advertising for 100% Orange Juice

The purpose of this study is to investigate the effectiveness of generic advertising on purchase of 100% orange juice using an econometric model that controls for different socio-demographic variables. Recent research in marketing emphasizes the importance of the Millennial Parent in media consumption and buying habits. Thus, the study also aims to assess consumption patterns the success of generic advertising on this generational sub-group. Specifically the key objectives of this study are: 1) to determine if purchase frequency of 100% orange juice is positively influenced by generic advertising efforts; 2) to investigate the association of different socio-economic indicators on purchase frequency of 100% orange juice; and 3) to assess if the impact of ad awareness on purchase frequency of 100% orange juice among Millennial Parents.

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Conference Paper/ Presentation
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JEL Codes:
C25; D12; M31; M37

 Record created 2017-04-01, last modified 2018-01-22

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