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Double couponing: Pricing and consumer perspectives
Authors:James D Hess  Eitan Gerstner
Institution:(1) Division of Economics and Business, North Carolina State University, Box 7229, 27695-7229 Raleigh, NC;(2) Washington University, USA;(3) University of Haifa, Israel
Abstract:Many supermarkets double manufacturer coupens. Are consumers' grocery bills lowered as a result? Our study of two double coupon supermarkets shows that for every ten cents of double-coupon value redeemed, the corresponding shelf price at a double coupon supermarket is higher by an estimated 3.5 cents compared to the price at other supermarkets. Given the higher shelf prices, the data also suggest that the majority of customers do not save money at double coupon stores, and adjust their shopping to account for the retail promotion.
Keywords:Double Coupons  Pricing
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