In Raju, Dhar, and Morrison (1994), a paper that appeared earlier in this journal, we developed an analytical model and conducted empirical analyses to examine the effect of package coupons on market share. In this epilogue, we extend the analytical framework in our earlier paper to study the...

We propose a stochastic choice model, and supporting empirical analyses, to understand the effect of package coupons on brand choice. Package coupons can be broadly classified into three types: peel off coupons, on-pack coupons, and in-pack coupons. Our model helps understand the relative impact...