MILKING THE MOST FROM YOUR PROMOTIONAL DOLLARS: AN ANALYSIS OF AGRIBUSINESS FIRMS SERVING U.S.AGRICULTURAL PRODUCERS

Although the marketing mix has been covered in great detail in many veins of literature, very little information exists regarding the mix of marketing tools within the agriculture industry serving U.S. agricultural producers. Using a survey conducted by AgriMarketing magazine in June 2006, a two-fold analysis is undertaken. This study attempts to determine the differences in the use of marketing tools by industry and simple regression analysis is conducted to determine promotional factors that produce a significant impact on sales. Both mass media and other promotional tools were found to be the most consistently significant factor impacting sales of firms in the study.


Issue Date:
2007
Publication Type:
Working or Discussion Paper
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/7331
PURL Identifier:
http://purl.umn.edu/7331
Total Pages:
21
JEL Codes:
Q13; C20
Series Statement:
Working Paper
07-05




 Record created 2017-04-01, last modified 2020-10-28

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