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The use of cents-off coupons by businesses as a promotional tool to (1) introduce new products, (2) revitalize older products, (3) encourage store or brand switching, (4) build store traffic, (5) reduce inventory build up, (6) counter competitive promotional activities, (7) cushion the effects of price increases, and to realize many other marketing objectives has grown in popularity during the last quarter century. Each year, businesses distribute billions of cents-off coupons in the U.S. in an attempt to entice consumers to purchase their goods and services. Paralleling this trend, research indicates that the percentage of consumers who use cents-off coupons, as well as their frequency of use of cents-off coupons, has also been increasing. Furthermore, the use of cents-off coupons as a promotional tool has spread from marketers of frequently purchased packaged consumer non-durable goods to marketers of consumer durable goods and services as well. However, in recent years, some businesses have begun to reassess their heavy reliance on cents-off coupons and other forms of sales promotions, in light of concerns over potential detrimental effects such as erosion of brand franchise and diminished brand loyalty.
While most of the initial research on couponing focused on predicting aggregate redemption rates, this was later followed by a shift in focus towards examining the effectiveness of couponing as measured by its effects on incremental sales and profitability. More recently, there has been a greater focus on psychological factors underlying coupon use at the individual level. In the aggregate, however, there has been less research on the psychological aspects of coupon promotions than on predicting aggregate redemption rates and evaluating their effectiveness. This dissertation investigates consumers' coupon use behavior from a theory of planned behavior perspective. More specifically, the dissertation: (1) examines the moderating effect of consumers' coupon use experience, (2) investigates the extent to which coupon use behavior is under complete volitional control, and (3) tests competing models of coupon usage behavior based on the theory of planned behavior. The competing models represent alternative specifications of the relationship between consumers' coupon use experience, attitude towards the act of using coupons, subjective norm, perceived behavioral control, intention to use coupons and coupon use behavior. Data was collected in a two-stage approach from 347 consumers who were members of a large family-oriented organization based in South West, Texas. Moderator regression analysis was used to test the proposed model. The results show that the extended model based on the theory of planned behavior to be a better predictor of coupon use behavior. The findings also suggest that coupon use behavior is not under complete volitional control. The findings also corroborate the general belief that the extensive use of price-oriented promotions, such as coupons, by firms leads to greater use of coupons by consumers due to their developing more favorable attitudes toward the act of using coupons.
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