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Influences on consumer response to direct mail coupons: An integrative review
Author(s) -
Bawa Kapil
Publication year - 1996
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199602)13:2<129::aid-mar2>3.0.co;2-h
Subject(s) - coupon , direct mail , advertising , marketing , direct marketing , product (mathematics) , consumer behaviour , business , key (lock) , computer science , computer security , mathematics , geometry , finance
A substantial and growing body of research on coupons and coupon effectiveness has emerged in the marketing literature. The objective of this paper is to review and consolidate the findings of previous studies to provide a better understanding of the factors that influence consumer response to direct mail coupons. The effects of coupon, brand, product category, and consumer characteristics on redemption behavior and incremental sales are examined, and their implications for the effectiveness of direct mail coupon promotions are discussed. Based on the findings of prior studies, a theoretical model of coupon effects on purchase behavior is proposed. Several key issues that need to be addressed in future research are identified. © 1996 John Wiley & Sons, Inc.