COUPONING AS A HORIZONTAL AND VERTICAL STRATEGY: THEORY AND EFFECTS
| dc.creator | Connor, John M. | |
| dc.date | 2017-04-01T19:54:57Z | |
| dc.date.accessioned | 2026-07-09T03:10:33Z | |
| dc.description | This paper surveys developments in analytical models and empirical findings concerning the strategic use of manufacturers' coupons for U.S. grocery products. Traditional theories examine the horizontal effects of coupons as a strategy to charge various classes of consumers different prices. Recent developments focus on the use of coupons in manufacturer-retailer vertical competition. The paper provides data on trends in couponing: numbers, face values, redemption rates, total promotional costs, and international usage. The paper further analyses the effective price discounts provided by coupons across brands and segments of ready-to-eat cereals during 1992-1995. | |
| dc.identifier | doi:10.22004/ag.econ.14344 | |
| dc.identifier | https://ageconsearch.umn.edu/record/14344/files/tr97-06.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/14344 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/527880 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/14344 | |
| dc.title | COUPONING AS A HORIZONTAL AND VERTICAL STRATEGY: THEORY AND EFFECTS | |
| dc.type | Text |