publication . Article . 2009

Promotion and Fast Food Demand

Timothy J. Richards; Luis Padilla;
Open Access
  • Published: 01 Jan 2009 Journal: American Journal of Agricultural Economics, volume 91, issue 1, pages 168-183
Abstract
Many believe that fast food promotion is a significant cause of the obesity epidemic in North America. Industry members argue that promotion only reallocates brand shares and does not increase overall demand. We study the effect of fast food promotion on market share and total demand by estimating a discrete / continuous model of fast food restaurant choice and food expenditure that explicitly accounts for both spatial and temporal determinants of demand. Estimates are obtained using a unique panel of Canadian fast food consumers. The results show that promotion primarily increases demand and has a smaller effect on restaurant market shares. Copyright 2009, Oxfo...
Subjects
Medical Subject Headings: digestive, oral, and skin physiology
free text keywords: Agricultural and Biological Sciences (miscellaneous), Economics and Econometrics, Economics, Fast foods, Fast food restaurant, Market competition, Sales promotion, Marketing, Market share
Related Organizations
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Article . 2009

Promotion and Fast Food Demand

Timothy J. Richards; Luis Padilla;