Author ORCID Identifier

https://orcid.org/0000-0002-0837-8994

Year of Publication

2022

Degree Name

Master of Science (MS)

Document Type

Master's Thesis

College

Agriculture, Food and Environment

Department/School/Program

Agricultural Economics

First Advisor

Dr. Yuqing Zheng

Abstract

The onset of the COVID-19 pandemic has stimulated remarkable changes in consumer purchasing and consumption behavior of food and beverages. This inherently raises the question of what the demand for beer differentiated by brands in the U.S. during the pandemic is? To answer this question, we used the recent Nielsen scanner data and employed the Linear Approximated Almost Ideal Demand System (LA/AIDS) model to jointly estimate the demand for the five major brands: Budweiser, Coors, Corona, Heineken, and Miller, as well as remaining brands combined. Our results suggest the sales of Corona and Heineken increased during the pandemic. After controlling price and expenditure endogeneity in the demand system, we find that consumers significantly become price sensitive for Heineken. As a result, there is a substitution between branded beers, but the strongest substitution is between Heineken and Corona. Our results also show a complementary relation between Heineken and Budweiser and Heineken and All-Other.

Digital Object Identifier (DOI)

https://doi.org/10.13023/etd.2022.98

Available for download on Friday, April 26, 2024

Included in

Agribusiness Commons

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