@article{Park:122101,
      recid = {122101},
      author = {Park, Kristen and Gomez, Miguel I.},
      title = {THE COUPON REPORT: A Study of Coupon Discount Methods},
      address = {2004-03},
      number = {640-2016-42915},
      series = {Research Bulletin},
      pages = {31},
      year = {2004},
      abstract = {Despite the savings they represent, coupon redemptions  have been declining since the early 1990s
(NCH Marketing,  2003). To stem this decline and to increase the  effectiveness of their coupon offers,
manufacturers  frequently target coupon offers to specific consumer  segments by using a variety of
coupon delivery methods.  Therefore, the objective of this study is to examine  consumers’ attitudes
towards multiple coupon delivery  methods to more efficiently and effectively target  different consumer
segments using the appropriate coupon  vehicles.
A written survey was distributed to supermarket  shoppers from three retailers in the Northeast in
eight of  their stores. Respondents reported using paper coupons much  more frequently than any other
coupon type. Almost 75% of  respondents reported using paper coupons regularly (“every  time” or
“fairly often”). Conversely, only 7.3% of  respondents said that they use online coupons  regularly.
Regular users of checkout, in-store, and online  coupons were, for the vast majority, subsets of  paper
coupon users. This pattern appears to support earlier  studies which suggest that certain consumers may
first need  to have an underlying tendency to use coupons. Certain  segments may then have a tendency to
use specific coupon  types over others.
An analysis using logit models suggest  that respondent behaviors may be stronger predictors  of
regular coupon usership than demographics. Therefore  attempting to target types of coupons using
different  demographic segments may not be cost  effective.
Respondents’ attitudes towards 3 coupon features  may give clues as to why consumers respond or do
not  respond to offers via different coupon methods. More  respondents agreed that paper coupons and
shopper card  discounts offer valuable savings rather than checkout,  in-store, and online coupons. In
addition, online coupons  appear to take too much time to find and use. Overall,  shopper cards were
preferred by more respondents than any  coupon method.},
      url = {http://ageconsearch.umn.edu/record/122101},
      doi = {https://doi.org/10.22004/ag.econ.122101},
}