We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
CORRELATES OF CONSUMER SUSCEPTIBILITY TO COUPONS IN NEW GROCERY PRODUCT INTRODUCTIONS.
- Authors
Teel, Jesse E.; Williams, Robert H.; Bearden, William O.
- Abstract
This paper presents the results of an exploratory study of female shoppers influenced to try new grocery products by sales promotions coupons. The findings indicate that this consumer group represents a sizable market segment with many unique characteristics. Knowledge of the unique demographic and psychographic characteristics of this segment should facilitate development of promotional strategies to elicit early trial of new products.
- Subjects
COUPONS (Retail trade); NEW product development; CONSUMER behavior; WOMEN consumers; SALES promotion; BRAND choice; NEW product advertising; COMMERCIAL products; INDUSTRIAL research; MARKETING strategy
- Publication
Journal of Advertising, 1980, Vol 9, Issue 3, p31
- ISSN
0091-3367
- Publication type
Academic Journal
- DOI
10.1080/00913367.1980.10673328