Correlates of Consumer Susceptibility to Coupons in New Grocery Product Introductions
- 1 October 1980
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 9 (3) , 31-46
- https://doi.org/10.1080/00913367.1980.10673328
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.Keywords
This publication has 4 references indexed in Scilit:
- Premiums. Forgotten by TheoryJournal of Marketing, 1971
- Overlap of Opinion Leadership across Consumer Product CategoriesJournal of Marketing Research, 1970
- The Influence of Media Characteristics on Coupon RedemptionJournal of Marketing, 1966
- The Impact of Retail CouponsJournal of Marketing, 1965