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Impacts of Flu/Cold Incidences and Retail Orange Juice Promotion on Orange Juice Demand

Published online by Cambridge University Press:  15 September 2016

Jonq-Ying Lee  and
Mark G. Brown
Jonq-Ying Lee
Affiliation:
Florida Department of Citrus in Gainesville, Florida
Mark G. Brown
Affiliation:
Florida Department of Citrus in Gainesville, Florida
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Abstract

In this study, we examine the impacts of retail promotions and flu/cold incidences on the demand for orange juice using weekly Nielsen grocery orange juice sales statistics and the flu/cold incidences reported by Surveillance Data Inc. The cross-section time-series pooling technique proposed by Parks was used to estimate the demand parameters. Results show that flu/cold incidences increased the effectiveness of retail promotions on the demand for orange juice.

Keywords

retail promotionflucoldorange juicedemand
Type
Contributed Papers
Information
Agricultural and Resource Economics Review , Volume 38 , Issue 3 , December 2009 , pp. 338 - 344
Copyright
Copyright © 2009 Northeastern Agricultural and Resource Economics Association 

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