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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

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  • 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
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    File URL: http://purl.umn.edu/36718
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    References listed on IDEAS

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    1. Blisard, Noel & Stewart, Hayden & Jolliffe, Dean, 2004. "Low-Income Households' Expenditures on Fruits and Vegetables," Agricultural Information Bulletins 33755, United States Department of Agriculture, Economic Research Service.
    2. Nayga, Rodolfo M., 1996. "Determinants of Consumers' Use of Nutritional Information on Food Packages," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 28(02), pages 303-312, December.
    3. Walters, Rockney G. & Jamil, Maqbul, 2003. "Exploring the relationships between shopping trip type, purchases of products on promotion, and shopping basket profit," Journal of Business Research, Elsevier, vol. 56(1), pages 17-29, January.
    4. Nayga, Rodolfo M., Jr., 1995. "Determinants Of U.S. Household Expenditures On Fruit And Vegetables: A Note And Update," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 27(02), December.
    5. Andrew Ainslie & Peter E. Rossi, 1998. "Similarities in Choice Behavior Across Product Categories," Marketing Science, INFORMS, vol. 17(2), pages 91-106.
    6. 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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    Keywords

    Consumer/Household Economics; Marketing;

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