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

CORRELATES OF CONSUMER SUSCEPTIBILITY TO COUPONS IN NEW GROCERY PRODUCT INTRODUCTIONS.

Teel, Jesse E.; Williams, Robert H.; Bearden, William O.