Which Coupons to use where? The Impact of Different type of Coupons on Consumer Purchase at Bricks and Mortars

초록

This study examines how various types of coupons affect consumer purchase behavior in different product categories. We demonstrate that coupons with different promotional intentions, such as hedonic, pull and push intentions, result in heterogeneous impact on consumer product purchase probability in general. More specifically, based on the product category, certain type of coupons were effective whereas some were not. In addition, we also find that the magnitude of the positive promotion effect is different within the product category. The results from our study may provide a guideline to retail managers, who may be interested in allocating the often limited marketing resources, in formulating a more efficient promotional strategy. Finally, this study also highlights that the most prevalent type of coupon which were found to be effective is the one which stimulates the hedonic intention of consumers.

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