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http://purl.umn.edu/14344
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| Title: | COUPONING AS A HORIZONTAL AND VERTICAL STRATEGY: THEORY AND EFFECTS |
| Authors: | Connor, John M. |
| Authors (Email): | Connor, John M. (jconnor@purdue.edu) |
| Keywords: | Coupons
sales strategies
vertical competition
food products
ready-to-eat cereals. |
| Issue Date: | 1997 |
| Series/Report no.: | Working Paper 97-06 |
| Abstract: | This paper surveys developments in analytical models and empirical findings concerning the strategic use of manufacturers' coupons for U.S. grocery products. Traditional theories examine the horizontal effects of coupons as a strategy to charge various classes of consumers different prices. Recent developments focus on the use of coupons in manufacturer-retailer vertical competition. The paper provides data on trends in couponing: numbers, face values, redemption rates, total promotional costs, and international usage. The paper further analyses the effective price discounts provided by coupons across brands and segments of ready-to-eat cereals during 1992-1995. |
| URI: | http://purl.umn.edu/14344 |
| Institution/Association: | University of Minnesota>The Food Industry Center>Working Papers |
| Total Pages: | 39 |
| Language: | English |
| Collections: | Working Papers
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