CONSUMER AWARENESS OF STATE-SPONSORED MARKETING PROGRAMS: AN EVALUATION OF THE JERSEY FRESH PROGRAM

Ramu Govindasamy, John Italia and Daymon W. Thatch

Journal of Food Distribution Research, 1998, vol. 29, issue 3, 9

Abstract: The majority of consumers surveyed (77 percent) report awareness of the Jersey Fresh, state-sponsored promotional program. However, certain segments appear more likely to be familiar with Jersey Fresh and its logos than others are. Behavioral and demographic models were constructed to evaluate which characteristics influence consumer awareness of Jersey Fresh. The results indicate that those who shop at more than one supermarket, those who frequently shop at direct marketing facilities, and those who frequently read food advertisements are more likely to exhibit a preexisting awareness of the Jersey Fresh Program. The results also indicate that the period of residence in the state positively contributed to the awareness of the program.

Keywords: Consumer/Household Economics; Marketing (search for similar items in EconPapers)
Date: 1998
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
https://ageconsearch.umn.edu/record/26838/files/29030007.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:26838

DOI: 10.22004/ag.econ.26838

Access Statistics for this article

More articles in Journal of Food Distribution Research from Food Distribution Research Society Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().