The Effectiveness of Coupon Booklets When for Self-Requested Brands

10.6160/2004.12.08

Song Zan Chiou-Wei

DM coupons ； coupon usage ； longitudinal data ； prior use ； direct marketing

中山管理評論

12卷5期（2004 / 12 / 01）

19 - 44

英文

This paper employs longitudinal (as opposed to cross-sectional) data to empirically investigate the effectiveness of direct-mail coupon programs. The effectiveness is explained by demographic variables and variables such as prior use and participation in coupon programs. Surveys of two forms of coupon program in Taiwan support the hypothesis that consumers who expend more effort to request the brands that they desire are more likely to redeem coupons. Evidence shows that prior use does associate with coupon-redemption behavior, while it is found that there are significant expiration date and face value effects. The distance of the consumers from the redemption location is found to be not significant.

1. Anderson, T.,Hsiao, C.(1982).Formulation and estimation of dynamic models using panel data.Journal of Econometrics,18,47-82.
2. Babalcus, E.,Tat, P. K.,Cunningham, W.(1988).Coupon redemption: A motivational perspective.Journal of Consumer Marketing,5,37-43.
3. Bagozzi, R.,Baumgartner, W.,Yi, Y.(1992).State vs. action orientation and the theory of reasoned action: An application to coupon usage.Journal of Consumer Research,18,505-515.
4. Bawa, K.,Shoemaker, R.(1987).The Coupon-prone consumer: Some findings based on purchase behavior across product classes.Journal of Marketing,51,99-110.
5. Bawa, K.,Srinivasan, S.,Srivastava, R. K.(1997).Coupon attractiveness and coupon proneness: A framework for modeling coupon redemption.Journal of Marketing Research,26,517-525.
6. Cheong, J.(1993).Observations: Are cent-off coupons effective?.Journal of Advertising Research,33,73-78.
7. Cronovich, R.,Daneshvary, R.,Schwer, K.(1997).The determinants of coupon usage.Applied Economics,29,1631-1641.
8. Goodwin, K.(1992).An analysis of factors associated with consumers' use of grocery coupons.Journal of Agricultural and Resource Economics,17,110-120.
9. Green, L.(1995).Media exposure's impact on perceived availability and redemption of coupon by ethnic consumers.Journal of Advertising Research,35,56-64.
10. Hernandez, A.(1988).An exploratory study of coupon use in Puerto Rico: Cultural vs. institutional barriers to coupon use.Journal of Advertising Research,28,40-66.
11. Hsiao, C.(1986).Analysis of Panel Data.Cambridge:Cambridge University Press.
12. Inman, J.,L. McAlister(1994).Do coupon expiration dates affect consumer behavior?.Journal of Marketing Research,31,423-428.
13. Judge, W.,Griffiths, H.,Lee, T.(1982).The Theory and Practice of Econometrics.New York:John Wiley and Sons.
14. Kaufman, J.,Hernandez, A.(1990).Barrier to coupon use: A view from Bodega.Journal of Advertising Research,30,18-25.
15. Lee, L.,Brown, G.(1985).Coupon redemption and the demand for frozen concentrated orange Juice: A switching regression analysis.Amencan Journal of Agricultural Economics,67,647-653.
16. Lichtenstein, R.,Richard, N.,Burton, S.(1990).Distinguishing coupon proneness from value consciousness: An acquisition transaction utility theory perspective.Journal of Marketing,54,54-67.
17. Mittal, B.(1994).An Integrated Framework for Relating Diverse Consumer Characteristics to Supermarket Coupon Redemption.Journal of Marketing Research,31,533-544.
18. Narasimhan, C.(1984).A price discrimination theory of coupons.Marketing Science,3,128-147.
19. Neslin, A.,Clarke, S.(1987).Relating the brand use profile of coupon redeemers to brand and coupon characteristics.Journal of Advertising Research,27,23-32.
20. Schofield, A.(1994).Alternative reply vehicles in direct-response advertising.Journal of Advertising Research,34,28-34.
21. Shoemaker, W.,Tibrewala, V.(1985).Relating coupon redemption rates to past purchasing of the brand.Journal of Advertising Research,25,40-47.
22. Tat, K.,Bejou, D.(1994).Examining black consumer motives for coupon usage.Journal of Advertising Research,34,29-35.