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Alston, Julian M.; Parks, Joanna C.. |
The Australian Mushroom Growers Association (AMGA) has recently developed a revised marketing strategy to promote mushrooms using messages based on scientific findings about the nutrition and health consequences of regularly incorporating mushrooms into meals. This article evaluates impacts based on a test-market experiment in Tasmania. We use a difference-in-differences econometric methodology to quantify the program-induced shifts in demand, and we use the resulting estimates in a supply and demand modeling framework to quantify the effects of promotion-induced demand shifts on prices, quantities, and measures of economic well-being. We estimate a conservative benefit-cost ratio for Tasmanian producers of 7.6:1 if they were to bear the entire cost and... |
Tipo: Presentation |
Palavras-chave: Marketing. |
Ano: 2012 |
URL: http://purl.umn.edu/124359 |
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