Grocery Shopping and Coupon Usage Behavior: The Untold Story

In this book, based on data gathered from more 2,500grocery coupon users, the author shows how couponscan negatively impact the sales of the promotedproduct. Not only do coupons discourage the purchaseof the product in question but under certaincircumstances coupons actually encourage purchase ofthe competitor's product. In addition to severallandmark revelations, the author introduces a newconcept called devaluation effect, which capturesnegative feeling about the promoted product due tothe coupon distribution. Thus, this study cansubstantially help marketingexecutives by making them aware of the potentialnegative effects of coupon-based promotions andthereby potentially preventing wastage of resourcesand channelizing them for better purposes. This bookis written for customers like you and me, who has acasual interest in coupons. Tables and analyses areprovided in the appendices for easy reading. Thehardcore academic or researcher who is interested inadvanced analysis can derive benefit from thisstudy, which uses sophisticated tools such asmultivariate analysis, factor analysis andstructural equations modeling.

Autorentext

Dr. SOMJIT BARAT is an Assistant Professor at PennState, USA. He has presented papers at various conferences and published in refereed journals. Originally from India, he also enjoys traveling with his wife and son, cooking, music and painting. He wants to utilize his knowledge of marketing to start his own fast food restaurant.

Klappentext
In this book, based on data gathered from more 2,500 grocery coupon users, the author shows how coupons can negatively impact the sales of the promoted product. Not only do coupons discourage the purchase of the product in question but under certain circumstances coupons actually encourage purchase of the competitor's product. In addition to several landmark revelations, the author introduces a new concept called devaluation effect, which captures negative feeling about the promoted product due to the coupon distribution. Thus, this study can substantially help marketing executives by making them aware of the potential negative effects of coupon-based promotions and thereby potentially preventing wastage of resources and channelizing them for better purposes. This book is written for customers like you and me, who has a casual interest in coupons. Tables and analyses are provided in the appendices for easy reading. The hardcore academic or researcher who is interested in advanced analysis can derive benefit from this study, which uses sophisticated tools such as multivariate analysis, factor analysis and structural equations modeling.