search query: @journal_id 794 / total: 218
reference: 210 / 218
| Author: | Hess, J. Gerstner, E. |
| Title: | Double couponing: pricing and consumer perspectives |
| Journal: | Marketing Letters
1993 : APR, VOL. 4:2, p. 153-163 |
| Index terms: | PRICING CONSUMERS MARKETING |
| Language: | eng |
| Abstract: | Many supermarkets double manufacturer coupons. Are consumers' grocery bills lowered as result? This study of two double coupon supermarkets shows that for every ten cents of double coupon value redeemed, the corresponding shelf price at a double coupon supermarket is higher by an estimated 3.5 cents compared to the price at other supermarkets. Given the higher shelf prices, the data also suggest that the majority of customers do not save money at double coupon stores, and adjust their shopping to account for the retail promotion. |
SCIMA