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| Seo, Seong-Cheon; Capps, Oral, Jr.. |
| Using IRI Infoscan store-level data or Prego and Ragu brands of spaghetti sauces, estimates were obtained for own-price, cross-price, and advertising elasticities for Houston, TX and Dallas/Ft. Worth, TX markets via the use of SUR (Seemingly Unrelated Regression) technique. As well, impacts of featuring, display, and free-standing inserts on movement of spaghetti sauces at the store level were obtained. Dynamics in item movement also were captured. Within a particular market for a given brand, coefficients of factors affecting movement of spaghetti sauce were different across stores. |
| Tipo: Journal Article |
Palavras-chave: Agribusiness. |
| Ano: 1997 |
URL: http://purl.umn.edu/27215 |
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| Capps, Oral, Jr.; Seo, Seong-Cheon; Nichols, John P.. |
| Using IRI Infoscan data pertaining to six types of spaghetti sauces and employing an extension of the demand systems framework developed by Duffy, estimates are obtained of own-price, cross-price, and total expenditure elasticities as well as own- and cross-product advertising elasticities. We augment the Duffy model through the use of a polynomial inverse lag mechanism to deal with the carryover effects of advertising. We also account for the impacts of features in newspaper fliers, in-store displays, and coupons. Advertising efforts by industry leaders in spaghetti sauce produce positive own-advertising elasticities (ranging from -.000003 to -.0094). Own-price elasticities are in the elastic range, and nearly all compensated cross-price effects are... |
| Tipo: Journal Article |
Palavras-chave: Advertising effects; Demand systems; IRI Infoscan data; Polynomial inverse lag; Rotterdam model; Marketing. |
| Ano: 1997 |
URL: http://purl.umn.edu/15054 |
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