Modeling Coupon Values for Ready-To-Eat Breakfast Cereals

A theoretical framework is developed to highlight the significant determinants of coupon values. A fixed effects panel data model is fitted with data from the breakfast cereal industry. The explanatory variables include own retail price, brand loyalty, brand market share, rival coupon redemptions, and firm and product type indicators. Keywords: coupons, ready-to-eat breakfast cereals, panel data model

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Year of publication:	2001-01
Authors:	Price, Gregory K. ; Connor, John M.
Institutions:	Zwick Center for Food and Resource Policy, Department of Agricultural and Resource Economics
Subject:	Marketing

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Extent:	application/pdf
Series:	Research Reports.
Type of publication:	Book / Working Paper
Notes:	The text is part of a series Food Marketing Policy Center>Research Reports Number 148374
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010914227