Newsletter TOC CCPRP NICPRE NEC 63
NICPRE QUARTERLY
A newsletter from the National Institute for Commodity Promotion Research and Evaluation on program evaluation and related issues
Vol. 8 No. 4
Fourth Quarter 2002

CONTENTS

Changes in Advertising Elasticities Over Time

Table 1

Figures 1

Next Meeting


NEC-63
2003 Spring Meeting

March 20-21, 2003

Westin Grand Hotel
Washington, DC

Emerging Roles for Food Labels: Inform, Protect, Persuade

 

Table 1. Average Elasticity Values (1997-2001) for Factors Affecting
the Retail Demand for Fluid Milk and Cheese *

Factors affecting demand
Fluid Milk
Cheese
 
Retail price
-0.136
-0.459
Per capita income
0.645
0.753
Per capita food away from home expenditures
n.a.
0.197
Percent of population under 6 years of age
0.916
n.a.
Percent of population 20 to 44 years of age
n.a.
0.590
Percent of African American
-0.239

n.a.
Percent of Asian/Hispanic
n.a.
0.557
Generic Advertising
0.041
0.039

* Example: a one-percent increase in the retail price of fluid milk is estimated to reduce the per capita sales of fluid milk by 0.14 percent. n.a. means "not applicable".

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