Excerpts from the report Preface: This is one of a group of studies conducted by the U. S. Department of Agriculture to evaluate promotional programs for agricultural commodities. Two research techniques were used in this study: Regression analysis and analysis by family characteristics of purchasers of frozen concentrated orange juice. This study is part of the Department's broad program of research designed to improve marketing and to expand the markets for farm commodities. Most of the data used were from "Consumer Purchases of Citrus Fruits, Juices, Drinks, and other Products," published monthly by the Economic Research Service, U. S. Department of Agriculture, in cooperation with the Florida Citrus Commission. Basic data for the monthly publication are developed under contract by the Market Research Corporation of America (MRCA) with the Florida Citrus Commission. In addition, special analyses of consumer purchase data by demographic characteristics in selected periods of 196I and 1962 were purchased from MRCA with the Florida Citrus Commission defraying the major part of the contract cost.