Advertising Impacts on Beef Consumption Using VAR Model

초록

The purposes of this study are to : i) analyze the effects of advertising in meats, ii) compare the effects of generic and branded advertising in beef, and iii) suggest better methods and other suggestions for the beef industry to increase beef consumption. VAR model is used using statistical software RATS. In the graphical analyses, the changes in generic and brand advertising expenditure of beef, and per capita beef consumption showed lagged effects. These are compared with the case of brand pork and poultry advertising. The sensitivity analyses were done using 4 models in this study. The brand beef advertising is more effective than generic beef advertising. Generic advertising doesn't affect beef consumption. However, all brand advertising increases beef consumption, and beef consumption responses most sensitively to poultry advertising among brand advertising. Beef cattle industry needs more long-term plan to increase beef consumption. Price policy should be considered also, because beef consumption is sensitive to its price.

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