Publication Date

1994

Abstract

Premiums programs are common promotional tools, but have received very little empirical study. The purpose of the present study was to determine the effectiveness of a premium program done by Beer Nuts, Inc. A mail survey was sent to the first 250 respondents to the premium offer. Results indicate that most of the respondents were previous Beer Nuts consumers, would switch brands to receive a premium, would pay more for a product to obtain a premium, will continue to purchase the product after receiving the premium, and will use cents-off coupons. Additionally, results show that the average premium consumer is between 30 and 60 years old. The results of this study will not only assist Beer Nuts, Inc. and other companies plan premium promotions, it will also encourage further premium research in the areas of psychology and marketing.

Disciplines

Psychology

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