文章基本信息

标题：IMPACTS OF ADVERTISING AND PROMOTION ON THE DEMAND FOR SCANNED PURCHASES OF VIDALIA ONIONS
本地全文：下载
作者：Costa, Ecio de Farias ; Epperson, James E. ; Huang, Chung L. 等
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2002
页码：52-61
出版社：Food Distribution Research Society
摘要：This study evaluates the promotion and advertising impacts on the demand for scanned purchases of Vidalia onions and estimates returns to promotion expenditures. The analysis uses supermarket scanner data collected from scanned purchases of Vidalia onions and promotion expenditures generated by the Vidalia Onion Marketing Order. An error-components model is estimated to determine the impacts of promotion expenditures for scanned purchases of Vidalia onions, own price, prices of substitutes and complements, demographics, and seasonal variables for 10 different markets over a 260-week period from 1996 to 2001.