Consumer Issues In Coupon Usage: An Exploratory Analysis

Main Article Content

Joseph Bonnici
David P. Campbell
William B. Fredenberger
Kathryn H. Hunnicutt

Keywords

consumer issues, coupon usage

Abstract

This article investigates consumers salient issues which influence their decisions for not using coupons. Questionnaire data are factor analyzed, and five underlying constructs are identified: embarrassment; forgetfulness, hassle, proneness to expire, and limited financial worth. In the face of such obstacles, marketers should be more proactive in addressing consumer concerns about the redemption process.

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