Abstract
This study analyzed the influence of demographic and behavioral characteristics on the likelihood of a consumer to read food advertisements in grocery brochures and the likelihood of a consumer to shop at more than one store to purchase advertised specials. The results show that 73% and 46% of respondents read food advertisements and shop at multiple stores to purchase advertised specials, respectively. Additionally, attainment of a two-year and above college education and readership of product-ingredient labels influenced reading of food advertisements and shopping at more than one food store to buy advertised specials.
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