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The energy drink market is one of the fastest growing markets in the non-alcoholic beverage industry. Yet, relatively little is known about this set of “new age” beverages. To fill this research void, we provide a historical perspective on this market and gather information from a local retailer located close to the campus of Texas A&M University to estimate the demand interrelationships for major energy drink brands (Full Throttle, Monster, Red Bull, and Rock-star). We employ the Barten synthetic demand system in this regard and obtain estimates of own-price, cross-price, and expenditure elasticities for the respective brands.

Keywords: energy drinks ; Barten synthetic demand system ; pilot study

Subject(s): Demand and Price Analysis

Marketing

Issue Date: 2012-11

Publication Type: Journal Article

PURL Identifier: http://purl.umn.edu/158987 Published in: Journal of Food Distribution Research, Volume 43, Number 3 Page range: 15-29

Record appears in: Food Distribution Research Society > Journal of Food Distribution Research





Autor: Capps, Oral, Jr. ; Hanselman, Robin D.

Fuente: http://ageconsearch.umn.edu/record/158987?ln=en







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