Abstract
ABSTRACT This article presents the structure of the market for sweet confections in the period 1996 to 2000. The sales of 100 brands, representing 78 percent of total sales, in food, drug, and mass merchandiser retail outlets, were analyzed for the effects of advertising and other independent variables. Sales, advertising, volume, and all commodity volume increased positively. The sales shares of the four product categories—cough drops, breathmints, hard candy, and chewing gum—shifted materially in the period. The absolute advertising levels differed significantly between categories. Regression analysis showed that advertising and volume strongly determined the changes in sales, without influencing prices. The differences in the regression coefficients of advertising and volume between the categories were highly significant ( p
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