IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

Coupon Impacts on Orange Juice Demand Based on Time-Series and Cross-Sectional Data

Listed author(s):
  • Brown, Mark G.
Registered author(s):

    A recent study by Dong and Leibtag found coupons were effective in increasing fruit and vegetable demand. The current study supports these finding for the OJ product group. The analysis focused on the informational/advertising or demand shift impact of coupons, as opposed to the price impact which could not be determined since data on prices were a weighted average for coupon users and non-users. The results indicate a 6% increase in OJ gallons sales when coupons are used. The coupon variable used in the analysis, however, measures the extent of coupon usage but not intensity. As such, the results provide a partial view of the impact of coupons and further analysis on data that also includes some measure of intensity is needed to more fully evaluate this marketing tool.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Paper provided by Florida Department of Citrus in its series Research Papers 2010 with number 104352.

    in new window

    Date of creation: 01 Aug 2010
    Handle: RePEc:ags:fdcr10:104352
    Contact details of provider: Web page:

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    in new window

    1. Dong, Diansheng & Leibtag, Ephraim S., 2010. "Promoting Fruit and Vegetable Consumption: Are Coupons More Effective Than Pure Price Discounts?," Economic Research Report 94853, United States Department of Agriculture, Economic Research Service.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:ags:fdcr10:104352. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.