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بررسی آثار مفتسواری در تبلیغات برند و عمومی شیر در ایران | ||
| تحقیقات اقتصاد و توسعه کشاورزی ایران | ||
| دوره 55، شماره 2، تیر 1403، صفحه 205-227 اصل مقاله (1.68 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/ijaedr.2024.359300.669220 | ||
| نویسنده | ||
| حبیب شهبازی* | ||
| گروه اقتصاد کشاورزی، دانشگاه سید جمال الدین اسدآبادی، اسدآباد، همدان، ایران | ||
| چکیده | ||
| محصولات لبنی به‌ویژه شیر از منظر مصرف‌کنندگان علاوه بر اینکه یک کالای سلامتی‌بخش می‌باشد، از منظر تولیدکنندگان بخش کشاورزی یک کالای تولیدی راهبردی و از منظر تصمیم‌گیرندگان دولتی یک عامل در تغییر سطح رفاه اجتماعی می‌باشد. اگرچه عواملی مانند تشویق به مصرف از طریق تبلیغات عمومی می‌تواند اثر بسزائی در مصرف داشته باشد، اما وجود تبلیغات برند (نشان تجاری خاص) می‌تواند در ارتقای مصرف، تأثیرگذار باشد. در این پژوهش سعی شده است یک چارچوب ساختاری برای بررسی آثار مفتسواری در تبلیغات برند و عمومی شیر را ارائه شود. در این مطالعه از روش تعدیل‌شده Bass et al., 2005; Roma & Perrone, 2011 برای تعیین سهم و مقدار بنگاه‌ها از هزینه تبلیغات عمومی و برند بهینه و آثار مفتسواری استفاده شده است. این مطالعه بر اساس داده‌های سالانه فروش محصول شیر در سال 1399 و 1400 صورت گرفته است. نتایج نشان می‌دهد بطور میانگین برای سال 1399 و 1400 با افزایش کشش تبلیغات برند، شاخص شدت تبلیغات عمومی و برند با سازوکار درصد ثابت در سهم هزینه تبلیغات، کاهش می‌یابد (برای تبلیغات عمومی حداکثر 612/4 و حداقل 357/0 برای سال 1399 و حداکثر 201/6 و حداقل 231/0 برای سال 1400 و برای تبلیغات برند حداکثر 847/4 و حداقل 004/0 برای سال 1399 و حداکثر 189/6 و حداقل 004/0 برای سال 1400). بنابراین می‌توان نتیجه گرفت نوع تسهیم هزینه تبلیغات، می‌تواند بر سطح بهینه شاخص شدت تبلیغات اثرگذار است. لذا بنگاه‌های فعال در صنعت تولید شیر ایران بایستی نسبت به ایجاد سازوکار بهینه تسهیم هزینه تبلیغات به منظور حداکثرسازی سود صنعت و از آن رو، حداکثرسازی سود خود تلاش نمایند. | ||
| کلیدواژه‌ها | ||
| تبلیغات عمومی؛ تبلیغات برند؛ مفت سواری؛ شیر؛ ایران | ||
| عنوان مقاله [English] | ||
| Examining the effects of free riding in brand and generic advertising of milk in Iran | ||
| نویسندگان [English] | ||
| Habib Shahbazi | ||
| Department of Agricultural Economics, Sayyed Jamaleddin Asadabadi University, Asadabad, Hamedan, Iran. | ||
| چکیده [English] | ||
| Dairy products, especially milk, from the view of consumers, in addition to being good for health-giving product, from the view of agricultural product producers, are a strategic product, and from the view of government and decision makers, it is a factor in changing the level of social welfare. Although factors such as encouraging consumption through generic advertising can 4have a great effect on consumption motivation, the presence of brand advertising can be effective in promoting consumption. In this research, an attempt has been made to provide a structural framework to examine the effects of free-riding on brand and generic advertising of milk. In this study, the modified method of Bass et al., 2005; Roma &; Perrone, 2011 has been used to determine the distribution and cost of generic and optimal brand advertising and free-riding. This study is based on the annual data of milk product sales and unit value in 2020 and 2021. The results show for the years 2020 and 2021, with the increase in the elasticity of brand advertisements, the intensity index of generic advertisements with a fixed percentage mechanism in the share of advertising expenses decreases (for generic advertising, a maximum of 4.612 and a minimum of 0.357 for the year 2020 and a maximum of 6.201 and a minimum of 0.231 for the year 2021 and for brand advertising a maximum of 4.847 and a minimum of 0.004 for the year 2020 and a maximum of 6.189 and at least 0.004 for the year 2021). Therefore, it can be concluded that the type of advertising cost sharing can have an effect on the optimal level of the advertising intensity index. Therefore, milk production companies in Iran's milk production industry should try to create an optimal mechanism for sharing advertising costs in order to maximize the profit of the industry and hence, maximize their own profit. | ||
| کلیدواژه‌ها [English] | ||
| Genericadvertising, Brand advertising, Free-riding, Milk, Iran | ||
| مراجع | ||
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