Premium
Marketing agricultural products with coupons
Author(s) -
Larson Ronald B.
Publication year - 1992
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/1520-6297(199209)8:5<485::aid-agr2720080508>3.0.co;2-k
Subject(s) - agriculture , marketing , business , agricultural marketing , agricultural economics , agricultural science , economics , marketing management , environmental science , geography , relationship marketing , archaeology
Only 3% of the 1990 agricultural commodity marketing budget was for consumer promotions. Branded food marketers have learned to use consumer promotions like coupons to boost sales. Justifications for increased agricultural product couponing include the heavy use of coupons for highly processed foods, possibly distracting consumers away from agricultural commodity substitutes. Coupons can influence planned purchases and in‐store decisions. They can be designed to enhance TV advertising impact and to exploit regional and seasonal opportunities. Studies of past coupon events have documented their effectiveness. Based on this evidence, agricultural producers should consider using more coupon promotions. © 1992 John Wiley & Sons. Inc.