Consumer Response to Point of Purchase Advertising for Local Brands
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This study evaluates the effectiveness of a point of purchase advertising program conducted
for two local horticultural brands in Texas. The results based on surveys gathered before and
after the program was launched suggest that the campaign size was not sufficient to significantly
increase brand awareness and overall demand, yet it increased willingness to pay by
5.5% for those consumers aware of one of the brands. A major factor found to increase
willingness to pay and likelihood of brand awareness was purchase frequency measured in
transactions per month, which suggests that other advertising methods aimed to increase
buying frequency might affect demand more effectively.