Effects of general advertising on the demand for livestock products (case study of sausage and kielbasa in the city of Shiraz)

Introduction: Considering the role which meat and its products play in providing the animal protein in nutrition and share a large share in the household food expenditure portfolio, and the desire to consume it is a significant matter in the country's consumer culture (Zhang et al, 2018), and any research and study about subject matter is important in terms of the method, purpose and scope of it at all times due to understanding present realities and through this, effective and influential elements, especially advertising, are identified from the point of view of supply and demand and by understanding it to create a balance point. Optimally, it provides well-being and proper nutrition for the community which can be an introduction to more accurate planning and more doctrinaire be considered (Korir et al, 2018). According to the studies, the demand for meat and its products in different provinces of Iran is of great importance to implement and plan policies. Therefore, this study aimed to investigate the effects of public advertising on demand for sausage and sausage meat products in Shiraz city. Material and methods: Regarding the nature of the subject and its objectives, the present study is a descriptive-analytical study, in which the information and data required in this study were collected via a cross-sectional questionnaire from 500 Shirazi citizens. To calculate the number of samples required in random sampling method, Cochran formula (1977) was used. The area was randomly allocated among Shirazi citizens. The influence of advertising on meat demand and its products was investigated using demand systems (translog, AIDS, and Rotterdam). Additionally, Excel 2013 and Stata12 were utilized to analyze the data. Results and discussion: Among the demand systems used in the present study, AIDS demand system could better express consumer behavior which was used as the optimal demand system. The attraction of advertising in the demand systems was almost ideal -0.29. According to the extent of this attraction, it can be said that to estimate AIDS demand systems, advertising could not increase the demand for goods. The coefficient obtained from advertising to estimate AIDS demand systems showed that this coefficient is negative and significant (-0.0003) and does not agree with our expectation. In other words, investing in the promotion of sausage and sausage meat products has not had a positive effect on the demand of consumers for this product. Thus, if suffic