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Consumer Response to Point of Purchase Advertising for Local Brands

Published online by Cambridge University Press:  26 January 2015

Alba J. Collart ,
Marco A. Palma  and
Carlos E. Carpio
Alba J. Collart
Affiliation:
Department of Agricultural Economics, Texas A&M University, College Station, Texas
Marco A. Palma
Affiliation:
Department of Agricultural Economics, Texas A&M University, College Station, Texas
Carlos E. Carpio
Affiliation:
School of Agricultural, Forest, and Environmental Sciences, Clemson University, Clemson, South Carolina
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Extract

This study evaluates the effectiveness of a point of purchase advertising program conducted for two local horticultural brands in Texas. The results based on surveys gathered before and after the program was launched suggest that the campaign size was not sufficient to significantly increase brand awareness and overall demand, yet it increased willingness to pay by 5.5% for those consumers aware of one of the brands. A major factor found to increase willingness to pay and likelihood of brand awareness was purchase frequency measured in transactions per month, which suggests that other advertising methods aimed to increase buying frequency might affect demand more effectively.

Keywords

brand awarenessornamental brandingpoint of purchase advertisingwillingness to payD12M31Q13
Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 45 , Issue 2 , May 2013 , pp. 229 - 242
Copyright
Copyright © Southern Agricultural Economics Association 2013

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