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


Subject(s):
Issue Date:
2001-01
Publication Type:
Working or Discussion Paper
PURL Identifier:
http://purl.umn.edu/148374
Total Pages:
38
Series Statement:
Research Report
54




 Record created 2017-04-01, last modified 2017-04-26

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