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Modeling Coupon Values for Ready-To-Eat Breakfast Cereals

  • Gregory K. Price
  • John M. Connor
  • Joan R. Fulton

A theoretical framework is developed to highlight the significant determinants of coupon values. A fixed effects panel data model is fitted with data from the breakfast cereal industry. The explanatory variables include own retail price, brand loyalty, brand market share, rival coupon redemptions, and firm and product type indicators.

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File URL: http://www.cag.uconn.edu/are/zwickcenter/documents/FMPC/rr54.pdf
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Paper provided by University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy in its series Food Marketing Policy Center Research Reports with number 054.

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Date of creation: 2001
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Handle: RePEc:zwi:fpcrep:054
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  1. Ronald B. Larson, 1997. "Using price discrimination theory to plan promotions," Agribusiness, John Wiley & Sons, Ltd., vol. 13(4), pages 401-408.
  2. Gerstner, Eitan & Hess, James D & Holthausen, Duncan M, 1994. "Price Discrimination through a Distribution Channel: Theory and Evidence," American Economic Review, American Economic Association, vol. 84(5), pages 1437-45, December.
  3. Greg Shaffer & Z. John Zhang, 1995. "Competitive Coupon Targeting," Marketing Science, INFORMS, vol. 14(4), pages 395-416.
  4. Gregory K. Price & John M. Connor & Joan R. Fulton, 2001. "Modeling Coupon Values for Ready-To-Eat Breakfast Cereals," Food Marketing Policy Center Research Reports 054, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
  5. Alfred E. Kahn, 1996. "Statement on the Breakfast Cereals Industry," Issue Papers 13, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
  6. Connor, John M., 1997. "Couponing As A Horizontal And Vertical Strategy: Theory And Effects," Working Papers 14344, University of Minnesota, The Food Industry Center.
  7. Ronald W. Cotterill, 1999. "High cereal prices and the prospects for relief by expansion of private label and antitrust enforcement," Agribusiness, John Wiley & Sons, Ltd., vol. 15(2), pages 229-245.
  8. Capps, Oral, Jr. & Seo, Seong-Cheon & Nichols, John P., 1997. "On The Estimation Of Advertising Effects For Branded Products: An Application To Spaghetti Sauces," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 29(02), December.
  9. Chakravarthi Narasimhan, 1984. "A Price Discrimination Theory of Coupons," Marketing Science, INFORMS, vol. 3(2), pages 128-147.
  10. Scott A. Neslin, 1990. "A Market Response Model for Coupon Promotions," Marketing Science, INFORMS, vol. 9(2), pages 125-145.
  11. John M. Connor, 1996. "Breakfast Cereals: The Extreme Food Industry," Issue Papers 12, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
  12. Stanley, Linda R & Tschirhart, John, 1991. "Hedonic Prices for a Nondurable Good: The Case of Breakfast Cereals," The Review of Economics and Statistics, MIT Press, vol. 73(3), pages 537-41, August.
  13. Gerstner, Eitan & Hess, James D, 1991. "A Theory of Channel Price Promotions," American Economic Review, American Economic Association, vol. 81(4), pages 872-86, September.
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