000266607 001__ 266607
000266607 005__ 20180122192235.0
000266607 037__ $$a2015-2018-175
000266607 041__ $$aeng
000266607 245__ $$aDemand, Challenges and Marketing Strategies in the Promotion of Local Foods: The Case of Fluid Milk
000266607 260__ $$c2018
000266607 269__ $$a2018-01-17
000266607 336__ $$aConference Paper/ Presentation
000266607 520__ $$aThis paper addresses the demand and challenges for local foods and focuses on the marketing strategies for retail promotion. While federal and state government make efforts to promote local food purchases and consumption at the farm level, local foods face significant distribution challenges in grocers, especially in larger chains. Limited shelf space and high pricing by retailers impede consumers’ purchase and result in weak competitiveness for local brands. Therefore, it is essential for local producers and “buy local” programs to understand what types of promotion and marketing strategies might be more effective in stimulating demand in retail outlets. Using 2006-2011 Nielsen Retail Scanner data in the United States, we estimate a random coefficient discrete choice model to determine the effects of nutritional characteristics, price, packaging, and the distribution strategies on the consumers’ choice to purchase locally branded milk. We restrict our analysis to the top 7 national brands, top 9 local brands, and private labels. Results show even though, on average, consumers prefer less local milk brands than private label brands, income, and other unobservable factors significantly influence consumer-specific tastes. Simulations show that a price cut, one-gallon package offering, and expanding distribution channels can significantly stimulate the demand for locally branded milk.
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000266607 546__ $$aEnglish
000266607 650__ $$aAgricultural and Food Policy
000266607 650__ $$aMarketing
000266607 700__ $$aLiu, Yizao
000266607 700__ $$aRabinowitz, Adam N. 
000266607 700__ $$aChen, Xuan 
000266607 700__ $$aCampbell, Benjamin 
000266607 8560_ $$fchenxuan6389@gmail.com
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