Effects of Coupons on Consumer Purchase Behavior: A Meta-Analysis

Barat, Somjit; Ye, Lilly

doi:10.1007/978-3-319-11779-9_15

Cited by 10 publications

(8 citation statements)

References 35 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Wu [31] fi nds that product uniqueness becomes a predominant factor in determining what motivates consumers to make purchase decisions. Barat [32] asserts that the scarcity perceived by consumers will infl uence perceived uniqueness, which in turn is very infl uential in purchase decisions. Th e uniqueness of regional clothing products can be attributed to a specifi c environment, meaning product scarcity is the result of the inability to mass produce a product or products.…”

Section: Uniquenessmentioning

confidence: 99%

The Influence of Consumers’ Perception on Perceived Value and Purchase Intention with respect to Regional Products Based on a C-A-B Model

Huang¹,

Pei²,

Xi³

et al. 2019

TEK

View full text Add to dashboard Cite

Consumer interest has been moving progressively toward local regional clothing products in many countries. Hence, this study endeavours to examine consumer perception and purchase intention, and their interrelationship in the context of regional clothing products. A framework built on the basis of a C-A-B model and a questionnaire were used to collect data through online and offl ine sources. The proposed model was empirically evaluated based on 407 respondents. The results reveal that both consumer perception and the perceived value of regional clothing products have a positive infl uence on consumers' purchase intentions, while perceived value also plays a role in the purchase process. Nevertheless, word-of-mouth plays a predominant role among other infl uential factors of consumer perception, such as uniqueness and regionality.

show abstract

Section: Uniquenessmentioning

confidence: 99%

The Influence of Consumers’ Perception on Perceived Value and Purchase Intention with respect to Regional Products Based on a C-A-B Model

Huang¹,

Pei²,

Xi³

et al. 2019

TEK

View full text Add to dashboard Cite

show abstract

“…The academic literature on commercial stimuli effectiveness has analyzed the moderating role of specific attributes of the stimuli on sales (e.g., redemption time in coupon effectiveness or placement of the display or number of pages and size of the advertising flyers; e.g., Bawa, 1996 ; Gijsbrechts et al, 2003 ; Bezawada et al, 2009 ; Barat and Ye, 2012 ; Luceri et al, 2014 ) or the effect of more general characteristics, such as consumer characteristics (e.g., price sensitiveness, value consciousness, coupon properness, variety seeking, impulsive personality, or planned and unplanned consumer; e.g., Bawa, 1996 ; Laroche et al, 2003 ; Wakefield and Inman, 2003 ; Swaminathan and Bawa, 2005 ; Govindasamy et al, 2007 ; Haans and Gijsbrechts, 2011 ; Lin et al, 2013 ; Gázquez-Abad et al, 2014 ; Gázquez-Abad and Martínez-López, 2016 ). Moreover, previous studies have shown the moderating role of product and brand characteristics (storage and perishable conditions, impulse purchase, hedonic/utilitarian nature, interpurchase cycle, brand tiers) on the effectiveness of commercial stimuli (e.g., Narasimhan et al, 1996 ; Lemon and Nowlis, 2002 ; Pauwels et al, 2002 ; Wakefield and Inman, 2003 ; Inman et al, 2009 ; Castro et al, 2013 ).…”

Section: Introductionmentioning

confidence: 99%

Influence of Customer Quality Perception on the Effectiveness of Commercial Stimuli for Electronic Products

2016

View full text Add to dashboard Cite

Creating and maintaining customer loyalty are strategic requirements for modern business. In the current competitive context, product quality, and brand experience are crucial in building and maintaining customer loyalty. Consumer loyalty, which may be classified into cognitive loyalty and affective loyalty, is related to customers' quality perception. Cue utilization theory distinguishes two dimensions for perceived quality, extrinsic quality—linked to the brand—and intrinsic quality—related with internal product characteristics. We propose that (i) cognitive loyalty is more influenced by intrinsic product quality whereas extrinsic product quality (brand name) is more salient for affective loyalty and, (ii) different commercial stimuli have a differential effectiveness on intrinsic and extrinsic perceived quality. In fact, in this study, we analyze how perceived quality dimensions may influence the effectiveness of two different commercial stimuli: displays and advertising flyers. While displays work within the point of sale under time-constrained conditions where consumers are more likely to use heuristics to simplify their decisions, advertising flyers work outside of the point of sale under low time-constrained conditions, and therefore favor a more reasoned purchase decision where systematic processing will be more likely. We analyze the role of quality perception in determining the effectiveness of both these commercial stimuli for selling products that induce high purchase involvement and perceived risk. The empirical analysis focuses on computer products sold by one of Europe's largest computer retailers and it combines scanner, observational, and survey data. The results show that both dimensions of quality perceptions moderate the influence of displays and advertising flyers on sales, but their impact is different on each commercial stimuli. Extrinsic quality perception increases to a greater extent the effect of displays due to the use of a brand name heuristic. However, intrinsic quality perception improves to a greater extent the effect of advertising flyers, which in turn are more closely related to systematic decision processing.

show abstract

“…We selected coupon promotions, which have long been used as a marketing method to increase sales (Barat & Ye, 2012; Nevo & Wolfram, 2002), to provide the informational nudge in this study. The goal of a coupon is to inform and motivate consumers to try a product or service by offering price discounts upon coupon redemption (Ward & Davis, 1977).…”

Section: Methodsmentioning

confidence: 99%

“…The goal of a coupon is to inform and motivate consumers to try a product or service by offering price discounts upon coupon redemption (Ward & Davis, 1977). Coupons can be used to encourage increased sales by existing customers, to attract new sales from new customers, or both (Barat & Ye, 2012).…”

Section: Methodsmentioning

confidence: 99%

Promoting farmers market via information nudges and coupons: A randomized control trial

2021

View full text Add to dashboard Cite

Farmers markets, an important direct‐to‐consumer market, have shown signs of declining sales since 2007. This trend has raised concern about their future viability, inciting stakeholders to consider new marketing and development approaches. Unfortunately, the literature on these approaches is largely qualitative, with little empirical or experimental evidence assessing impact or effectiveness. We present results from a randomized control trial measuring the efficacy of an informational nudge—a mailed coupon—in attracting new customers to a winter farmers market in Northern Colorado. Previous research identified perceived lack of product assortment at farmers markets as a major barrier to consumer attendance; accordingly, half of the coupons in our experiment emphasized the wide range of products sold at the market, while the control coupons presented general market information. We mailed 6000 physical coupons redeemable for $10 to randomly selected households in Fort Collins, Colorado, during the 2017–2018 market season. One hundred and eleven coupons were redeemed (1.85%), of which 58 were treatment and 53 control. While the coupon was somewhat effective at attracting new customers (36% had never attended the winter farmers market), there were no statistically significant differences in redemption rates between treatment and control. We thus find that the information nudge was not enough to influence the decision to attend the winter farmers market. EconLit citations: Q13, Q18.

show abstract

Effects of Coupons on Consumer Purchase Behavior: A Meta-Analysis

Cited by 10 publications

References 35 publications

The Influence of Consumers’ Perception on Perceived Value and Purchase Intention with respect to Regional Products Based on a C-A-B Model

The Influence of Consumers’ Perception on Perceived Value and Purchase Intention with respect to Regional Products Based on a C-A-B Model

Influence of Customer Quality Perception on the Effectiveness of Commercial Stimuli for Electronic Products

Promoting farmers market via information nudges and coupons: A randomized control trial

Contact Info

Product

Resources

About