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Demographic Characteristics of Consumers who Read Grocery Brochures Regularly and Those who are willing to Switch Supermarkets to Buy Advertised Specials: An Analysis

Author

Listed:
  • Govindasamy, Ramu
  • Kumaraswamy, Anicham
  • Puduri, Venkata S.
  • Onyango, Benjamin M.

Abstract

This study analyzed the influence of demographic and behavioral characteristics on the likelihood of a consumer to read food advertisements in grocery brochures and the likelihood of a consumer to shop at more than one store to purchase advertised specials. Overall, 73% and 46% of respondents read food advertisements and shop multiple stores to purchase advertised specials, respectively. Consumer characteristics which are shown to influence the reading of food advertisements and shopping at more than one food store to buy advertised specials were the possession of education beyond the 2/4 year college degree and the tendency to read ingredient labels.

Suggested Citation

  • Govindasamy, Ramu & Kumaraswamy, Anicham & Puduri, Venkata S. & Onyango, Benjamin M., 2006. "Demographic Characteristics of Consumers who Read Grocery Brochures Regularly and Those who are willing to Switch Supermarkets to Buy Advertised Specials: An Analysis," P Series 36718, Rutgers University, Department of Agricultural, Food and Resource Economics.
    • Handle: RePEc:ags:rutdps:36718
    DOI: 10.22004/ag.econ.36718
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    References listed on IDEAS

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