Advertising and Product Confusion: A Case Study of Grapefruit Juice
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
Demand relationships for two closely related products -- grapefruit juice and grapefruit-juice cocktail -- were estimated from grocery-store scanner data to analyze the contention that consumer confusion exists between the two products. Results suggest confusion may exist, with grapefruit-juice advertising not only increasing the demand for grapefruit juice but also for grapefruit-juice cocktail.