This study analyzes the economic and demographic drivers of household demand for at-home consumption of nonalcoholic beverages in 1999. Drivers of available intake of calories, calcium, vitamin C, and caffeine associated with the purchase of nonalcoholic beverages also are analyzed. The 1999 ACNielsen HomeScan Panel, purchased by the U. S. Department of Agriculture, Economic Research Service, is the source of the data for this project. Many different classifications of beverages were analyzed including milk(whole, reduced fat, flavored, and non-flavored), regular and low-calorie carbonated soft drinks, powdered soft drinks, isotonics(sports drinks), juices(orange, apple, vegetable, and other juices), fruit drinks, bottled water, coffee(regular and decaffeinated), and tea(regular and decaffeinated). Probit models were used to find demographic drivers that affect the choice to purchase a nonalcoholic beverage. Heckman sample selection models and cross tabulations were used to find demographic patterns pertaining to the amount of purchase of the nonalcoholic beverages. The nutrient analysis indicated that individuals receive 211 calories, 217 mg of calcium, 45 mg of vitamin C, and 95 mg of caffeine per day from all nonalcoholic beverages. A critical finding for the nutrient analysis was that persons within households below 130% of poverty were receiving more calories and caffeine from nonalcoholic beverages compared to persons within households above 130% of poverty. Likewise, persons in households below 130% of poverty were receiving less calcium and vitamin C from nonalcoholic beverages compared to persons in households above 130% of poverty. Price and cross-price elasticities were examined using the LA/AIDS model. Methodological concerns of data frequency, beverage aggregations, and censoring techniques were explored and discussed. Own-price and cross-price elasticities for the beverages were uncovered. Price elasticities by selected demographic groups also were investigated. Results indicated that price elasticities varied by demographics, specifically for race, region, and presence of children within the household. The information uncovered in this dissertation helps to update consumer demand knowledge and nutritional intake understanding in relation to nonalcoholic beverages. The information can be used as a guide for marketing strategists for targeting and promotion as well as for policy makers looking to improve nutritional intake received from nonalcoholic beverages.

Il presente lavoro di tesi ha l’obiettivo di approfondire la conoscenza dei diversi aspetti del marketing del food & beverage, in considerazione dei molteplici cambiamenti occorsi e derivanti non solo dalla tecnologia ma anche dalle preferenze dei consumatori. A tal proposito, la ricerca adotta una triplice prospettiva, prendendo in considerazione l’analisi degli attori fondamentali esperti delle dinamiche del settore: gli insegnanti di educazione alimentare nelle scuole italiene; i professionisti di marketing, trade marketing e vendite nei loro processi di integrazione; le startup digitali coinvolte nello sviluppo di progetti che innovano i canali e le modalità distributivi. Pertanto, ogni capitolo di questo lavoro si focalizza in modo indipendente su ognuno degli attori proposti, presentando evidenze empiriche e spunti di ricerca futuri. L’obiettivo dell’intero studio è dunque di analizzare l’evoluzione del settore food & beverage a livello empirico e di fornire degli avanzamenti dal punto di vista teorico. / This research project deepens the knowledge around many aspects of the marketing of the food and beverage industry to address the new challenges deriving from both incremental and disruptive changes and more unpredictable consumers’ preferences. The research adopts different perspectives of three fundamental actors: consumers, established firms, and new ventures. The first study examines teachers’ perceptions and feelings around nutrition education, to what extent these professional figures can affect students’ behavior and how they perceive the relationship with families. The second study focuses on the integration of marketing, trade marketing, and sales functions within established firms. The third paper analyzes digital startups, and it contributes to the entrepreneurial literature on startups development and survival and the development of dynamic capabilities. The aim of the study is twofold, both empirical and theoretical. At a more empirical level, the goal is to provide an in-depth understanding of the evolution of marketing in the changing and complex environment of the food and beverage system, regarding competition, channels and institutions and consumers. At a theoretical level, it tries to provide some explanatory propositions for each analyzed setting.