Consumer Response to Point of Purchase Advertising for Local Brands

This study evaluates the effectiveness of a point of purchase advertising program conducted for two local horticultural brands in Texas. The results based on surveys gathered before and after the program was launched suggest that the campaign size was not sufficient to significantly increase brand awareness and overall demand, yet it increased willingness to pay by 5.5% for those consumers aware of one of the brands. A major factor found to increase willingness to pay and likelihood of brand awareness was purchase frequency measured in transactions per month, which suggests that other advertising methods aimed to increase buying frequency might affect demand more effectively.


Editor(s):
Marchant, Mary A.
Bosch, Darrell J.
Issue Date:
2013-05
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/149105
Published in:
Journal of Agricultural and Applied Economics, Volume 45, Number 2
Page range:
229-242
Total Pages:
14
JEL Codes:
D12; M31; Q13




 Record created 2017-04-01, last modified 2017-08-27

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