عوامل موثر بر تقاضاي شير و فرآورده هاي لبني با تاكيد بر تبليغات (مطالعه موردي محصولات سازمان صنايع شير ايران)

Modeling the Effects of Advertising on the Demand for Dairies in Iran (Case study: Milk Industries of Iran)

This study develops an approach to obtain effects of advertising on the demand for dairies in Iran when consumption of dairies has a peculiar constructive role in social health and in nourishment. Investment in advertising of dairy industry was applied as a new policy in the countryʹs Third Developing Program to enhance dairy consumption. Since more than 40 present of milk enter milk industries is absorbed by Pegah Firm factories, this Firm was selected as the major corporation in milk industries for a preparation of useful strategies in peopleʹs dairy consumption. Using the constant parameter model and OLS method, the most important factors influencing the consumer dairy demand in Iran were determined. Results of the study indicated that advertising has a positive and significant impact on consumer demand for Pegah products. The estimated impact parameters of advertising variable for milk, yoghourt, cheese and Doogh were 0.29, 0.12, 0.3 and 0.23, respectively, while the most important factors influencing the demand of Pegah products were identified as price, income, price of substitute and complimentary goods, population being urban or rural and populations of the age between 10-20 and 45-65 years.. Based on the results of the study, marketing decisions, as well as advertising policies in Pegah Milk Industries were the effective policies in increasing consumer demand.