A study of demand response to grocery advertising of fresh California–Arizona navel oranges
✍ Scribed by Nicholas J. Powers
- Publisher
- John Wiley and Sons
- Year
- 1989
- Tongue
- English
- Weight
- 881 KB
- Volume
- 5
- Category
- Article
- ISSN
- 0742-4477
No coin nor oath required. For personal study only.
✦ Synopsis
An econometric analysis shows that grocery advertising expands the demand for fresh California-Arizona navel oranges. With advertising, grocers demand a greater quantity of fresh navels at every buying price. Navel grocery advertising carries over for only one week after the initial week the advertisements appear as compared to one to nine months for most brand and generic advertising of agricultural commodities. The peak response of navel demand to grocery advertising occurs during the week the advertising appears, while the peak response of brand and generic advertising gradually occurs several months after the advertising. *The data used in this analysis are available to anyone sending a prestamped self-addressed envelope and a 360K floppy diskette. The author wishes to acknowledge the effort of Elizabeth T. Maurer, who assisted in the collection and assembling of the advertising data.