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The Effect of Price on Coupon Redemption: A Case Study of Florida Orange Juice Industry Coupon Programs

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  • Lee, Jonq-Ying

Abstract

The distribution of coupons offering customers a reduction in the regular purchase price has become an important element of the marketing strategy for many consumer package goods and services. The distribution of manufacturers' cents-off coupons has increased from an estimated 35.7 billion coupons in 1975, to 90.6 billion coupons in 1980, representing an increase of more than 150 percent. In addition, there has been an upward trend in percent of households using coupons, from 65 percent in 1975, to 76 percent in 1980. More than 95 percent of the coupon users bought food items with them in 1980 (A. C. Nielsen Company).

Suggested Citation

  • Lee, Jonq-Ying, 1982. "The Effect of Price on Coupon Redemption: A Case Study of Florida Orange Juice Industry Coupon Programs," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 14(1), pages 125-130, July.
    • Handle: RePEc:cup:jagaec:v:14:y:1982:i:01:p:125-130_02
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