MODELING THE EFFECTS OF ADVERTISING ON THE DEMAND FOR DAIRIES IN IRAN (CASE STUDY: MILK INDUSTRIES OF IRAN)

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HOSSEINI SEYED SAFDAR; ERFANIAN Z.

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Journal: Iranian Journal of Agricultural Economics and Development Research Year:2008 | Volume:39 | Issue:1 Page(s): 1-9

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Title

MODELING THE EFFECTS OF ADVERTISING ON THE DEMAND FOR DAIRIES IN IRAN (CASE STUDY: MILK INDUSTRIES OF IRAN)

Author(s)

HOSSEINI SEYED SAFDAR | ERFANIAN Z. | Issue Writer Certificate

Keywords

ADVERTISINGQ2

DEMAND FUNCTIONQ3

MILK INDUSTRIES OF IRANQ3

DAIRY PRODUCTSQ3

Abstract

This study develops an approach to obtain effects of ADVERTISING on the demand for dairies in Iran when consumption of dairies has a peculiar constructive role in social health and in nourishment. Investment in ADVERTISING of dairy industry was applied as a new policy in the country's Third Developing Program to enhance dairy consumption. Since more than 40 present of milk enter milk industries is absorbed by Pegah Firm factories, this Firm was selected as the major corporation in milk industries for a preparation of useful strategies in people's dairy consumption. Using the constant parameter model and OLS method, the most important factors influencing the consumer dairy demand in Iran were determined. Results of the study indicated that ADVERTISING has a positive and significant impact on consumer demand for Pegah products. The estimated impact parameters of ADVERTISING variable for milk, yoghourt, cheese and Doogh were 0.29, 0.12, 0.3 and 0.23, respectively, while the most important factors influencing the demand of Pegah products were identified as price, income, price of substitute and complimentary goods, population being urban or rural and populations of the age between 10-20 and 45-65 years.. Based on the results of the study, marketing decisions, as well as ADVERTISING policies in Pegah Milk Industries were the effective policies in increasing consumer demand.

Cites

EVALUATING SUPPORT POLICIES OF MILK PRODUCERS IN IRAN: 1989-2008

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APA: Copy

HOSSEINI, SEYED SAFDAR, & ERFANIAN, Z.. (2008). MODELING THE EFFECTS OF ADVERTISING ON THE DEMAND FOR DAIRIES IN IRAN (CASE STUDY: MILK INDUSTRIES OF IRAN). IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH, 39(1), 1-9. SID. https://sid.ir/paper/146362/en

Vancouver: Copy

HOSSEINI SEYED SAFDAR, ERFANIAN Z.. MODELING THE EFFECTS OF ADVERTISING ON THE DEMAND FOR DAIRIES IN IRAN (CASE STUDY: MILK INDUSTRIES OF IRAN). IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH[Internet]. 2008;39(1):1-9. Available from: https://sid.ir/paper/146362/en

IEEE: Copy

SEYED SAFDAR HOSSEINI, and Z. ERFANIAN, “MODELING THE EFFECTS OF ADVERTISING ON THE DEMAND FOR DAIRIES IN IRAN (CASE STUDY: MILK INDUSTRIES OF IRAN),” IRANIAN JOURNAL OF AGRICUTURAL ECONOMICS AND DEVELOPMENT RESEARCH, vol. 39, no. 1, pp. 1–9, 2008, [Online]. Available: https://sid.ir/paper/146362/en

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