Journalartikel

Jahr der Veröffentlichung: 2002

Seiten: 53-84

Zeitschrift: Berichte über Landwirtschaft

Bandnummer: 80

Heftnummer: 1

ISSN: 0005-9080

Verlag: Kohlhammer

Abstract: 

It is the objective of this study to evaluate the success of the program "Quality from Bavaria - Guaranteed Origin". The empirical analysis reveals that this State-financed generic promotion program, which stresses regional origin and quality control, had a clearly positive effect on Bavarian beef demand. The advertising elasticity of demand amounted to 0.04 for the period 1995-98.

An aggregated market model of the Bavarian beef market showed that the program-induced shift of the demand curve raised the price level, i.e. by 4.8 on average in the period 1995-98. Consumption increased by 1.2 % annually as a consequence of the program. Both effects together led to rising consumer expenditures and producer earnings respectively, by 6.0 %. The program "Quality from Bavaria - Guaranteed Origin" has raised consumer and producer surpluses on the Bavarian beef market. The size of these gains was larger than budgetary costs for the program. The benefit-cost ratio clearly exceeded unity.

A further outcome of the analysis is a different consumer behaviour in Bavaria and the rest of Germany. Bavarian consumers reduced beef demand less than consumers in the rest of Germany under the influence of the BSE crisis. Additionally, they show a higher willingness to pay for beef and a more price-inelastic behaviour compared to other German consumers. This might well mean that "Quality from Bavaria" has strengthened consumer trust in beef, a hypothesis which was not explicitly tested in the model.

Some qualifications are necessary. The analysis is based on a partial analysis of the Bavarian beef market, and markets of substitutive and complementary products were not separately modeled. This could affect the computed welfare effects and benefit-cost ratios. Additionally, the computed effects are related to the period 1995-98. It is a remaining task for future research to analyze whether the more recent event of BSE cases in Germany has generally altered consumption and whether programs like "Quality from Bavaria", which stress regional orientation and quality control, continue to yield positive results.

Harvard-Zitierstil: Herrmann, R., Krischik-Bautz, S. and Anders, S. (2002) Erfolgsmessung von Vermarktungsaktionen für Rindfleisch am Beispiel des Qualitäts- und Herkunftssicherungsprogramms, Berichte über Landwirtschaft, 80(1), pp. 53-84

APA-Zitierstil: Herrmann, R., Krischik-Bautz, S., & Anders, S. (2002). Erfolgsmessung von Vermarktungsaktionen für Rindfleisch am Beispiel des Qualitäts- und Herkunftssicherungsprogramms. Berichte über Landwirtschaft. 80(1), 53-84.