|
|
 |
|
Viewing report
|
|
|
|
Grocery Shopping and Coupon Usage Behavior: The
Untold Story. Edition No. 1
VDM Publishing House, Sep 2008, Pages: 112
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.
|
|
|
|
