Advertising impacts on beef consumption using VAR models

• 발행기관: 한국농식품정책학회
• 저자명: Jong In Lee Jong Tae Goh
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 31권 4호, 690~712쪽, 전체 23쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2004.12.31

영문 초록

The purposes of this study are to : ⅰ) analyze the effects of advertising in meats, ⅱ) compare the effects of generic and branded advertising in beef, and ⅲ) suggest better methods and other suggestions for the beef industry to increase beef consumption. VAR model is used using statistical software RATS. In the graphical analyses, the changes in generic and brand advertising expenditure of beef, and per capita beef consumption showed lagged effects. These are compared with the case of brand pork and poultry advertising. The sensitivity analyses were done using 4 models in this study. The brand beef advertising is more effective than generic beef advertising. Generic advertising doesn t affect beef consumption. However, all brand advertising increases beef consumption, and beef consumption responses most sensitively to poultry advertising among brand advertising. Beef consumption decreased in respond to increased in beef prices. Beef cattle industry needs more long-term plan to increase beef consumption. Price policy should be considered also, because beef consumption is sensitive to its price.

목차

Abstract

I. Introduction

II. Data and Model

III. Estimation and Empirical Results

IV. Conclusions and Suggestions

References

키워드

Generic and Branded Advertising Meats Consumption VAR Model