Special Promotional Programs for Winter Pears: Their Effects on Sales of Winter Pears and Other Fruits

James F. Hind, Cleveland P. Eley and Carl R. Twining

No 313322, Marketing Research Reports from United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program

Abstract: Excerpts from the report: This study evaluates the relative sales effectiveness of four different promotional techniques as used by an agricultural promotion organization. The comparative effectiveness of the techniques is determined in terms of the estimated sales gain per dollar spent for each. Also examined is the nature and extent of retailer support for these techniques and the individual and joint contribution to sales of pears of such retail merchandising practices as prices, display space, and newspaper advertisement space. Cooperative research with the Oregon-Washington-California Pear Bureau was conducted in 75 food supermarkets in 5 cities over a 20-week period to evaluate the relative sales effectiveness of 4 promotional techniques for winter pears. Techniques tested in a controlled experiment were: (1) Special point-of-purchase displays using in-store promotional materials; (2) store demonstrations in which taste samples of pears were given to customers along with recipe folders suggesting varied uses of pears; (3) dealer contests with cash prizes; and (4) a media advertising program of low intensity. Control periods of no advertising or merchandising support by the Pear Bureau were used for comparison.

Keywords: Crop Production/Industries; Marketing; Research Methods/Statistical Methods (search for similar items in EconPapers)
Pages: 50
Date: 1963-07
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uamsmr:313322

DOI: 10.22004/ag.econ.313322

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