Demographic and Economic Profiling of U.S. Demand for Probiotics: The Case of Drinkable Yogurt

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Data from U.S. households for calendar year 2008 were used in examining demographic and economic factors affecting demand for drinkable yogurts using Heckman two-step procedure. Price, region, race and gender of household head were significant drivers of consumption of drinkable yogurts. Statistically significant sample selection bias was observed.

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