An Analysis of the Relationship Between Coupons and Market Shares of Food Product Brands: National Brands Versus Private Label

Artak Meloyan

Document Type

Thesis

Degree Name

Master of Science (MS)

Department

Agricultural Sciences

Date of Award

Summer 2017

Abstract

No other form of promotional tools can completely substitute coupons in promotional campaigns. Due to their unique dual impact (price discount and informational stimulant) on consumption, coupons are widely used by different manufacturers and stores. However, to the best of our knowledge, no prior research has been done regarding the analysis of the impact of coupons on market shares of national brands and private label of food products. To fill this void, the goal of this study was to examine the relationship between coupons and market shares of brands in the context of national brands and private label of food products by estimating the Almost Ideal Demand System model and using the ACNielsen Homescan Panel data on household purchases of ready-to-eat cereal, yogurt, and spaghetti sauce from January of 2012 through December of 2014. The choice of that particular demand system model was based on the fact that the dependent variable conveniently is the market share.

Advisor

Rafael Bakhtavoryan

Subject Categories

Agribusiness | Agriculture | Life Sciences

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