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Modeling Coupon Values For Ready-To-Eat Breakfast Cereals

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Author Info

  • Price, Gregory K.
  • Connor, John M.
  • Fulton, Joan R.

Abstract

A theoretical framework is developed to highlight the significant determinants of coupon values. A fixed effects panel data model is fitted with data from the breakfast cereal industry. The explanatory variables include own retail price, brand loyalty, brand market share, rival coupon redemptions, and firm and product type indicators.

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File URL: http://purl.umn.edu/21553
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Bibliographic Info

Paper provided by American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) in its series 1999 Annual meeting, August 8-11, Nashville, TN with number 21553.

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Date of creation: 1999
Date of revision:
Handle: RePEc:ags:aaea99:21553

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Related research

Keywords: coupons; ready-to-eat breakfast cereals; panel data model; Consumer/Household Economics; Research Methods/ Statistical Methods;

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References

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  1. Greg Shaffer & Z. John Zhang, 1995. "Competitive Coupon Targeting," Marketing Science, INFORMS, vol. 14(4), pages 395-416.
  2. Connor, John M., 1997. "Couponing As A Horizontal And Vertical Strategy: Theory And Effects," Working Papers 14344, University of Minnesota, The Food Industry Center.
  3. Ronald W. Cotterill, 1999. "High cereal prices and the prospects for relief by expansion of private label and antitrust enforcement," Agribusiness, John Wiley & Sons, Ltd., vol. 15(2), pages 229-245.
  4. Price, Gregory K. & Connor, John M. & Fulton, Joan R., 1999. "Modeling Coupon Values For Ready-To-Eat Breakfast Cereals," 1999 Annual meeting, August 8-11, Nashville, TN 21553, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  5. Gerstner, Eitan & Hess, James D & Holthausen, Duncan M, 1994. "Price Discrimination through a Distribution Channel: Theory and Evidence," American Economic Review, American Economic Association, vol. 84(5), pages 1437-45, December.
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Cited by:
  1. Golub, Alla A. & Binkley, James K., 2005. "Determinants of household choice of breakfast cereals: healthy or unhealthy?," 2005 Annual meeting, July 24-27, Providence, RI 19181, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  2. Price, Gregory K. & Connor, John M., 2002. "The Determinants Of Coupon Discounts For Breakfast Cereals," 2002 Annual meeting, July 28-31, Long Beach, CA 19838, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  3. Price, Gregory K. & Connor, John M. & Fulton, Joan R., 1999. "Modeling Coupon Values For Ready-To-Eat Breakfast Cereals," 1999 Annual meeting, August 8-11, Nashville, TN 21553, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

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