Impacts of Promotional Tactics in a Conditional Demand System for Beverages

This study examined the impacts of four promotional tactics—features, displays, features and display together, and temporary price reductions—in context of a conditional demand system for 12 beverages. The Rotterdam model with promotion effects specified through the Tintner-Ichimura-Basmann relationship was used in the empirical study. The estimated conditional-demand equations exhibited relatively strong own- and cross-promotional effects, indicating a relatively high level of competition for market share among the beverages studied.


Issue Date:
2007
Publication Type:
Journal Article
DOI and Other Identifiers:
0738-8950 (Other)
PURL Identifier:
http://purl.umn.edu/62293
Published in:
Journal of Agribusiness, Volume 25, Number 2
Page range:
147-162
Total Pages:
16




 Record created 2017-04-01, last modified 2017-08-25

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