The Effect of Breakfast Cereal Coupons on the Nutritional Quality of Household Purchases

Grocery coupons require consumers to purchase specific products. This can alter a consumer’s shopping basket. We examine what effect, if any, coupon use has on the nutritional quality of consumer purchases. We focus on breakfast cereals and evaluate their nutritional quality using fat, fiber, protein, sodium and sugar content. We find cereal purchases made with manufacturer or retailer coupons have greater sodium and sugar content. The change in fat, fiber and protein content are not economically significant. As part of a comprehensive marketing strategy, firms should evaluate how their customers use coupons to manage the cost and nutritional quality of their purchases.


Editor(s):
IFAMR, IFAMA
Issue Date:
Mar 01 2014
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN #: 1559-2448 (Other)
PURL Identifier:
http://purl.umn.edu/164597
Published in:
International Food and Agribusiness Management Review, Volume 17, Special Issue A
Page range:
41-60
Total Pages:
20
JEL Codes:
M3; Q13
Note:
The IFAMR is published quarterly by the International Food and Agribusiness Management Association. For complete library visit: www.ifama.org
Series Statement:
Volume 17
Special Issue A




 Record created 2017-04-01, last modified 2017-05-27

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