In this study, the impacts of Florida Department of Citrus (FDOC) orange juice (OJ) advertising on U.S., OJ demand and the price received by Florida growers are examined.

Preference variables are included in the inverse Rotterdam model based on the Tintner-Ichimura-Basmann relationship linking preference effects on quantities demanded to price effects and preference effects on marginal utilities. Restrictions are made on the effects of the preference variables on...

The cross-section and time series model used in this study yielded a number of important estimates for OJ and GJ demand. The own- and cross-price elasticities were, in general, similar to those found in past studies. The dummy variable estimates to control for city size, seasonality and other...

In this study, city-by-city, weekly grocery store sales data were used to estimate the impacts of the FDOC, TV, RADIO and HC promotional programs. The estimates indicate that the RADIO program was effective, having a B/C of 1.4. For the TV and HC programs, benefits were less than costs.

In this study, an OJ model was developed to examine the optimal advertising-research mix to maximize Florida grower revenue net of the costs of these activities. The model is based on assumed coefficients reflecting the impacts of prices, advertising and research. The effects of prices on demand...

In this paper, estimates of the impacts of various factors on the refrigerated OJ sales in Wal-Mart (WM) stores are presented. Data on WM stores, as well as grocery stores doing $2 million or greater annual business, across 52 Nielsen city markets (including the remaining U.S.) were studied....

This study shows how the mix of advertising and research that maximizes net revenue for a commodity can be approximated for given values of market prices, margins and quantities, along with price elasticities of supply and demand, and the elasticity of demand with respect to advertising and the...

This study examined the relationship between the unemployment rate and the demand for OJ. Based on the demand estimates obtained, the hypothesis that unemployment is having a significant negative impact on OJ demand cannot be refuted. Over the sample period, the unemployment rate increased by...

Citrus black spot (CBS) was discovered in March of 2010 near Immokalee in Collier County. CBS may adversely impact citrus growers both through demand and supply impacts. This paper has focused on the demand side of the equation. The analysis has also focused on Florida honey tangerines and the...

The demand for OJ in Europe, and in particular the own-price elasticity of demand, has been difficult to estimate due to lack of good data. Europe, however, is the largest OJ market in the world (USDA, Foreign Agricultural Service), and cannot be ignored in analyzing the U.S. and Florida OJ...