Title

An analysis of demographic characteristics of consumers who read grocery brochures regularly and those who are willing to switch supermarkets to buy advertised specials

Abstract

This study analyzed the influence of demographic and behavioral characteristics on the likelihood of a consumer to read food advertisements in grocery brochures and the likelihood of a consumer to shop at more than one store to purchase advertised specials. The results show that 73% and 46% of respondents read food advertisements and shop at multiple stores to purchase advertised specials, respectively. Additionally, attainment of a two-year and above college education and readership of product-ingredient labels influenced reading of food advertisements and shopping at more than one food store to buy advertised specials.

Document Type

Article

DOI

https://doi.org/10.1300/J038v13n03_03

Keywords

Advertised specials, Grocery brochures, Supermarket switching, Supermarkets

Publication Date

8-7-2007

Journal Title

Journal of Food Products Marketing

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