MODELING COUPON VALUES FOR READY-TO-EAT BREAKFAST CEREALS

Abstract

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,