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The Influence of Socio-Economic Characteristics on Food Advertisement Usage


  • Govindasamy, Ramu
  • Italia, John


Only 22 percent of surveyed consumers reported making frequent use of food advertisements when purchasing food products. However, certain demographic segments appear to place a greater emphasis on food advertisements than others. This study empirically evaluates which socio-economic characteristics encourage consumers to be more likely to take food advertisements into account when purchasing grocery products. The results indicate that those with lower annual incomes, those with lower levels of education, and those living in suburban and rural areas are the most likely to make use of food advertisements in the newspaper. The results also indicate that households with children, single individuals, and those over 65 years of age are less likely to use food advertisements.

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  • Govindasamy, Ramu & Italia, John, 1999. "The Influence of Socio-Economic Characteristics on Food Advertisement Usage," P Series 36719, Rutgers University, Department of Agricultural, Food and Resource Economics.
  • Handle: RePEc:ags:rutdps:36719

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    References listed on IDEAS

    1. B. Senauer, 1990. "Major Consumer Trends Affecting The Us Food System," Journal of Agricultural Economics, Wiley Blackwell, vol. 41(3), pages 422-430.
    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. 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(2), pages 1-7, December.
    4. Green, Richard D. & Carman, Hoy F. & McManus, Kathleen, 1991. "Some Empirical Methods Of Estimating Advertising Effects In Demand Systems: An Application To Dried Fruits," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 16(1), pages 1-9, July.
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    Consumer/Household Economics; Marketing;


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