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          Volume 29, Number 3, November 1998 >

Please use this identifier to cite or link to this item: http://purl.umn.edu/26838

Title: CONSUMER AWARENESS OF STATE-SPONSORED MARKETING PROGRAMS: AN EVALUATION OF THE JERSEY FRESH PROGRAM
Authors: Govindasamy, Ramu
Italia, John
Thatch, Daymon W.
Issue Date: 1998-11
Abstract: The majority of consumers surveyed (77 percent) report awareness of the Jersey Fresh, state-sponsored promotional program. However, certain segments appear more likely to be familiar with Jersey Fresh and its logos than others are. Behavioral and demographic models were constructed to evaluate which characteristics influence consumer awareness of Jersey Fresh. The results indicate that those who shop at more than one supermarket, those who frequently shop at direct marketing facilities, and those who frequently read food advertisements are more likely to exhibit a preexisting awareness of the Jersey Fresh Program. The results also indicate that the period of residence in the state positively contributed to the awareness of the program.
URI: http://purl.umn.edu/26838
Institution/Association: Journal of Food Distribution Research>Volume 29, Number 3, November 1998
Total Pages: 9
Language: English
From Page: 7
To Page: 15
Collections:Volume 29, Number 3, November 1998

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