Brand-Level Demand Analysis of Mayonnaise in Northeast Texas

Mayonnaise is the most consumed condiment in the U.S. with domestic consumers spending some $2 billion on its consumption and with a couple of brands controlling a significant portion of the market. However, the demand for mayonnaise at the brand level has not been studied extensively in previous research. In this study, the Barten synthetic model was estimated to investigate the demand for mayonnaise and competition among major mayonnaise brands (private label, Hellmann’s, Kraft, and other brands) in Northeast Texas. Compensated cross-price elasticities revealed that Kraft was the major competitor to private label and other brands, while private label was the major competitor to Kraft.


Issue Date:
2017
Publication Type:
Conference Paper/ Presentation
Record Identifier:
http://ageconsearch.umn.edu/record/251922
PURL Identifier:
http://purl.umn.edu/251922
Page range:
1-21
Total Pages:
22
JEL Codes:
D12




 Record created 2017-04-01, last modified 2018-01-23

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