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American Long Grain Rice Sales Impact of a Promotional Program in France

Author

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  • Henderson, Peter L.

Abstract

French households increased their consumption of rice approximately 3,500 metric tons per year during 1968/69 and 1969/70. The increase was associated with promotional campaigns in France for American long grain rice. All of the increase in total rice purchases could be accounted for by increased purchases of parboiled rice, of which 60 percent could be identified as American rice. The increased purchases were derived from larger middle and upper income households located in urban areas of over 50,000 population and in which the housewife was between 35 and 65 years of age. Media used in the campaign reached target audiences; however, six of the 12 magazines used would have been about as effective as all 12. Moreover, recall scores and reaction to advertising indicate much improvement can be made in creative as well as media strategy.

Suggested Citation

  • Henderson, Peter L., 1974. "American Long Grain Rice Sales Impact of a Promotional Program in France," Marketing Research Reports 313762, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    • Handle: RePEc:ags:uamsmr:313762
    DOI: 10.22004/ag.econ.313762
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    File URL: https://ageconsearch.umn.edu/record/313762/files/mrr1022.pdf
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    Cited by:

    1. Goddard, E.W., 1994. "Nec-63 Conference On Promotion In The Marketing Mix: What Works Where And Why," Promotion in the Marketing Mix: What Works, Where and Why, April 28-29, 1994, Toronto, Canada 279588, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.

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