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Competitive behavior of national brands: The case of orange juice
Author(s) -
Binkley James,
Eales James,
Jekanowski Mark,
Dooley Ryan
Publication year - 2001
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/1520-6297(200124)17:1<139::aid-agr1007>3.0.co;2-4
Subject(s) - econlit , orange juice , private label , competitor analysis , marketing , orange (colour) , advertising , business , economics , food science , chemistry , biochemistry , medline
The purpose of this study is to examine orange juice demand, focusing on the main forms: frozen and chilled, and considering the role of brands, private label, and product variety. We have data for 54 regions in the U.S. for 1989 and 1990. This is advantageous. A December 1989 freeze resulted in major increases in prices of all forms of orange juice in 1990. Results suggest that the three national brands were using some pricing strategies, but we find no indication that it has been to the detriment of smaller competitors. Indeed, private label and regional brands improved their market positions during the period. [Econlit Classifications: D130, D400]. © 2001 John Wiley & Sons, Inc.