| The purpose of this study was to determine whether there is a statistical difference in sales responsiveness to advertising among whole, lowfat, and skim milk consumers. A case study for New York City which used monthly time series demand data from 1986 through 1992 is presented. Separate per capita demand functions were estimated for whole, lowfat, and skim milk when per capita generic fluid milk advertising expenditure was used as one of the explanatory variables. Other explanatory variables of per capita sales included retail prices of whole, lowfat, and skim milk, retail price of orange juice, per capita income, and a health index representing consumer concerns about fat in one's diet. Long run sales responsiveness to generic milk advertising were... |
