Social and Behavioral Sciences Commons^™

Evaluation Of A Supermarket Environmental Change Intervention: Findings From A Low-Fat Milk Couponing And Educational Marketing Pilot, Allison Karpyn, Barbara Ruhs, Ginnie Sawyer-Morris, Stephanie Weiss, Sara Grajeda, Donna Levine, Punam Ohri-Vachaspati

Journal of Human Sciences and Extension

The purpose of this study was to evaluate a multifaceted, collaborative approach to supermarket environmental change that included in-store couponing and educational marketing to increase low-fat milk purchasing across a 48-store supermarket chain serving predominately Hispanic customers. Point-of-sale (POS) and process data collected during the 16-week program implementation included in-store radio advertising, in-store signage, and POS coupons. POS data were analyzed by the coupon marketing partner, and a chi-square test was conducted to test for significant differences between groups. POS data indicated that 44,050 low-fat milk coupons were issued to traditional full-fat milk purchasing customers with a redemption rate of …