EFFECT OF GENERIC PROMOTION OF FLOWERS ON THE USE OF RETAIL FLOWER OUTLETS

Abstract

AIDs demand models are used to test if the generic promotion of fresh-cut flowers influenced the market shares for florists, supermarkets, and other retail outlets. Were the generic efforts outlet neutral? Generic promotions of fresh-cut flowers is shown to be outlet neutral while the brand advertising increased florists' market share.Fresh-cut flowers, generic promotion, AIDs model, Marketing,