Demographic Characteristics of Consumers who Read Grocery Brochures Regularly and Those who are willing to Switch Supermarkets to Buy Advertised Specials: An Analysis
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.
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"Low-Income Households' Expenditures on Fruits and Vegetables,"
Agricultural Information Bulletins
33755, United States Department of Agriculture, Economic Research Service.
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- Todd M. Schmit & Harry M. Kaiser, 2004. "Decomposing the Variation in Generic Advertising Response over Time," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(1), pages 139-153.
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