A number of serious marketing studies have been conducted over the last 25 years which shed light on how and why consumers use coupons, and what retailers and manufacturers need to pay attention to.
"My dog is worried about the economy because Alpo is up to 99 cents a can. That's almost .00 in dog money." - Joe Weinstein
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With all kidding aside, a number of serious marketing studies have been conducted over the last 25 years which shed light on how and why consumers use coupons, and what retailers and manufacturers need to pay attention to.
First and foremost among the questions they raised is whether or not coupon redeemers are better shoppers.
Roger January 9, 2010 at 3:03 pm
"I never understood the idea that only poor people use coupons; it seems to have roots in the idea that rich people never bother to do something as mundane as clipping coupons (or worrying about reducing their spending; that's just for us non-rich folks). It seems pretty silly to me"...
In his landmark 1988 Journal of Consumer Affairs study, J. William Levedahl asserts that the greater a households income, the more coupons it is likely to redeem. However, increases in income increase redemption at a decreasing rate. Non-loyal redeemers require more valuable coupons.
After age 55, the probability that coupons are redeemed increases. This is thought to be because of the availability of increased leisure time after 55.
Results of the study were thought inconclusive, as both trends are seen here: "Loyalty towards brands that offer coupons and coupon availability are important factors in explaining coupon redemption."
FinanceDad December 29, 2009 at 12:45 pm
"I'm just too lazy, I know I should do it, but I can't. I guess I need to really start clipping them. Interesting stats to say the least though."
Another 1997 study by K. Bawa and S. Srinivasan in the Journal of Marketing Research asks whether it achieves its goals: As the importance of couponing has grown, so have concerns about effectiveness of coupon promotions. A person's coupon usage depends not only on coupon proneness, but on attractiveness of the coupon. A consumer who would not ordinarily use a coupon might use one he encounters with a high face value for a preferred brand, and/or that is easy to use.
He asserts that information about customer's coupon proneness then can be used to deliver more coupon-prone shoppers - maximizing coupon redemption rates, while minimizing promotion costs.
Couponing is suddenly gaining a lot of attention at the moment, suggesting that it is an audience which is growing in size.
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