An analysis of demographic characteristics of consumers who read grocery brochures regularly and those who are willing to switch supermarkets to buy advertised specials
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.
Advertised specials, Grocery brochures, Supermarket switching, Supermarkets
Govindasamy, Ramu, Anicham Kumaraswamy, Venkata Puduri, and Benjamin Onyango. "An analysis of demographic characteristic of consumers who read grocery brochures regularly and those who are willing to switch supermarkets to buy advertised specials." Journal of Food Products Marketing 13, no. 3 (2007): 49-60.
Journal of Food Products Marketing