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The Effect of Retail Grocery Coupons for Breakfast Cereals on Household Purchasing Behavior

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  • Berning, Joshua P.
  • Zheng, Hualu

Abstract

We examine the affect of retail and manufacturer coupons on the nutritional quality of breakfast cereal purchases made by households. Using household level purchase data we find that coupon usage has a significant impact on the nutritional quality of cereals purchased by households. Specifically, we find that the average sugar content decreases and the fiber content increases. This suggests that coupons have a positive impact on the nutritional quality of cereals purchased by households, holding all other factors constant. Given the prolific use of coupons by households and the fact that they offer both a price discount and an advertisement for products, they might be an effective way to help guide consumers to healthier food choices.

Suggested Citation

  • Berning, Joshua P. & Zheng, Hualu, 2011. "The Effect of Retail Grocery Coupons for Breakfast Cereals on Household Purchasing Behavior," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103661, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea11:103661
    DOI: 10.22004/ag.econ.103661
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    References listed on IDEAS

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    1. Diansheng Dong & Harry M. Kaiser, 2005. "Coupon Redemption and Its Effect on Household Cheese Purchases," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(3), pages 689-702.
    2. Jonq-Ying Lee & Mark G. Brown, 1985. "Coupon Redemption and the Demand for Frozen Concentrated Orange Juice: A Switching Regression Analysis," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 67(3), pages 647-653.
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    Keywords

    Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Health Economics and Policy; Marketing;
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