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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
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.
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- Copyright © 2009 Northeastern Agricultural and Resource Economics Association
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