THE DETERMINANTS OF COUPON DISCOUNTS FOR BREAKFAST CEREALS

This study identifies the determinants of coupon values at the brand level using a framework developed from price discrimination theory and the principles of demand. Couponing is considered within the context of a complex marketing program in which it is coordinated with other non-price promotional strategies. A simultaneous, two-equation, fixed-effects, panel-data model is specified and fitted with data on household purchases of ready-to-eat (RTE) breakfast cereals between 1992 and 1997. The empirical model accounts for the bi-directional causality between brand prices and discount levels and captures the retail effects of the major cereal maker's price cuts and discount reductions that occurred in 1996. Higher brand prices cause coupon values to rise, supporting the hypothesis that cereal makers price discriminate among consumers. Other non-price promotions, including advertising, store flyers, and in-store displays, appear to be coordinated with couponing. Specifically, coupon values fall with more intense advertising and in-store displays but rise when the couponed products are featured in store flyers. Discount levels are positively related to brand market share and the size of discounts that are redeemed for rival cereals. Moreover, coupon values fall with increasing brand loyalty among RTE cereal purchasers. Cereal prices are positively affected by coupon values, advertising expenditures, food-ingredient and packaging costs, and the prices of competing brands. Inventory levels are negatively correlated with brand price. Employee wages were not found to significantly influence cereal prices.Marketing,

STARLINK: IMPACTS ON THE U.S. CORN MARKET AND WORLD TRADE

StarLink disrupted the U.S. corn market during the marketing year of 2000/01 as a result of inadvertent commingling. The potential volume of marketed StarLink-commingled corn from the 2000 crop located in areas near wet and dry millers prior to October 1, 2000, is estimated at 124 million bushels. Price differentials between StarLink-free and StarLink-commingled corn existed during the early stage of the incident, but eroded quickly. While StarLink has had a negative impact on U.S. corn exports, most of the reduction in exports to Japan and South Korea during November 2000 and March 2002 is due to Japan's increased purchases from South Africa, China's decision to continue to subsidize exports, increased competition from the large back-to-back crops in Argentina, and a record Brazilian crop.Crop Production/Industries, Research and Development/Tech Change/Emerging Technologies,

MODELING COUPON VALUES FOR READY-TO-EAT BREAKFAST CEREALS

A theoretical framework is developed to highlight the significant determinants of coupon values. A fixed effects panel data model is fitted with data from the breakfast cereal industry. The explanatory variables include own retail price, brand loyalty, brand market share, rival coupon redemptions, and firm and product type indicators.coupons, ready-to-eat breakfast cereals, panel data model, Consumer/Household Economics, Research Methods/ Statistical Methods,

THE DISTRIBUTION OF BENEFITS RESULTING FROM BIOTECHNOLOGY ADOPTION

The purposes of this study are two-fold: (1) to estimate the size of total benefits arising from the adoption of agricultural biotechnology, and (2) to measure the distribution of total benefits among key stakeholders along the production and marketing chain, including U.S. farmers, gene developers, germplasm suppliers, U.S. consumers, and the producers and consumers in the rest of the world. This study focuses on the benefits that resulted from the adoption of herbicide-tolerant soybeans as well as insect-resistant (Bt) and herbicide-tolerant cotton in 1997. In this analysis, various data sources are examined for measuring the farm-level effects of adopting biotechnology and the resulting benefit estimates are compared. The size and distribution of the benefits arising from the adoption of biotech crops vary significantly, depending on the farm-level effects obtained from the various data sources and the supply and demand elasticity assumptions for the domestic and world markets. Estimates of the benefits derived from farm-level impacts that isolate the effects biotechnology appear to be the most plauible. This study does not lend support to the popular belief that U.S. farmers received at least one-half, or as much as two-thirds, of the total benefits realized from the adoption of biotechnology. In contrast, the results of this study indicate that in 1997, U.S. farmers realized considerably less than half of the total benefits. The bulk of the benefits appear to have gone to the gene supplier, seed companies, U.S. consumers, and the rest of the world.Research and Development/Tech Change/Emerging Technologies,