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An Analysis of the Relationship Betw...

Meloyan, Artak.

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An Analysis of the Relationship Between Coupons and Market Shares of Food Product Brands: National Brands Versus Private Label.

Record Type:	Electronic resources : Monograph/item
Title/Author:	An Analysis of the Relationship Between Coupons and Market Shares of Food Product Brands: National Brands Versus Private Label./
Author:	Meloyan, Artak.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
Description:	65 p.
Notes:	Source: Masters Abstracts International, Volume: 57-01.
Contained By:	Masters Abstracts International57-01(E).
Subject:	Agricultural economics. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10619159
ISBN:	9780355286106

An Analysis of the Relationship Between Coupons and Market Shares of Food Product Brands: National Brands Versus Private Label.
Meloyan, Artak.

An Analysis of the Relationship Between Coupons and Market Shares of Food Product Brands: National Brands Versus Private Label. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 65 p.

Source: Masters Abstracts International, Volume: 57-01.

Thesis (M.S.)--Texas A&M University - Commerce, 2017.

No other form of promotional tools can completely substitute coupons in promotional campaigns. Due to their unique dual impact (price discount and informational stimulant) on consumption, coupons are widely used by different manufacturers and stores. However, to the best of our knowledge, no prior research has been done regarding the analysis of the impact of coupons on market shares of national brands and private label of food products. To fill this void, the goal of this study was to examine the relationship between coupons and market shares of brands in the context of national brands and private label of food products by estimating the Almost Ideal Demand System model and using the ACNielsen Homescan Panel data on household purchases of ready-to-eat cereal, yogurt, and spaghetti sauce from January of 2012 through December of 2014. The choice of that particular demand system model was based on the fact that the dependent variable conveniently is the market share.

ISBN: 9780355286106Subjects--Topical Terms:

3172150
Agricultural economics.

An Analysis of the Relationship Between Coupons and Market Shares of Food Product Brands: National Brands Versus Private Label.
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245 1 3 $a An Analysis of the Relationship Between Coupons and Market Shares of Food Product Brands: National Brands Versus Private Label.
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300 $a 65 p.
500 $a Source: Masters Abstracts International, Volume: 57-01.
500 $a Adviser: Rafael Bakhtavoryan.
502 $a Thesis (M.S.)--Texas A&M University - Commerce, 2017.
520 $a No other form of promotional tools can completely substitute coupons in promotional campaigns. Due to their unique dual impact (price discount and informational stimulant) on consumption, coupons are widely used by different manufacturers and stores. However, to the best of our knowledge, no prior research has been done regarding the analysis of the impact of coupons on market shares of national brands and private label of food products. To fill this void, the goal of this study was to examine the relationship between coupons and market shares of brands in the context of national brands and private label of food products by estimating the Almost Ideal Demand System model and using the ACNielsen Homescan Panel data on household purchases of ready-to-eat cereal, yogurt, and spaghetti sauce from January of 2012 through December of 2014. The choice of that particular demand system model was based on the fact that the dependent variable conveniently is the market share.
520 $a Estimation results revealed a significant relationship between coupon values and market shares of the food product brands considered. However, the effect of coupon values on the market shares varied for national brands and private labels. In particular, with the exception of other brands of yogurt, for national brands, market share elasticities with respect to coupon values were positive, suggesting that market share of national brands increased with an increase in coupon values.
520 $a For private label of cereal and spaghetti sauce, market share elasticities with respect to coupon values were negative, indicating that an increase in coupon values led to a decline in their market shares. This could be possibly explained by the fact that consumers redeemed most of the store coupons for private labels and national brands for purchasing national brands instead of private labels.
520 $a Also, per uncompensated own-price elasticity estimates, demand was inelastic for all considered food product brands. All expenditure elasticities were positive with some brands being necessity goods and some luxury goods. Most of the significant compensated cross-price elasticities pointed out to substitutability relationships among brands for all food products.
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