Financial Benefits of Florida Generic Orange Juice Marketing

The benefits to Florida orange growers of generic orange juice advertising are assessed using additive, nonlinear, regional econometric models, measuring the impact of category and brand marketing efforts on category demand while controlling for pricing and various other factors. The study shows that generic marketing efforts increased orange juice category demand by 8.3 percent, resulting in increased orange prices and a benefit-to-cost ratio to Florida growers of 3.5 to 1. Branded promotional activity was found to primarily fuel brand switching and pantry-loading, with only modest impacts on overall category demand.


Subject(s):
Issue Date:
2009-12
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/59257
Published in:
Agricultural and Resource Economics Review, Volume 38, Number 3
Page range:
431-444
Total Pages:
14




 Record created 2017-04-01, last modified 2017-12-10

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)