Advertising and Product Confusion: A Case Study of Grapefruit Juice

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.


Issue Date:
1990-03
Publication Type:
Report
PURL Identifier:
http://purl.umn.edu/52710
Total Pages:
17
Series Statement:
Research Papers
1990-2




 Record created 2017-04-01, last modified 2018-01-14

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