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The Business Of Coupons--Do Coupons Lead To Repeat Purchases?, Margaret Peacher Ross
The Business Of Coupons--Do Coupons Lead To Repeat Purchases?, Margaret Peacher Ross
EURēCA: Exhibition of Undergraduate Research and Creative Achievement
Abstract:
In recent years, couponing has emerged as a pop-culture phenomenon. Businesses of all types are taking advantage of this resource by revamping their out-dated programs and turning them into something fresh to excite customers. However, many questions remain unanswered concerning the viability, profitability, and usefulness of coupons. This study is an analysis of the effectiveness of coupons in enticing return purchases in the soft-drink category. The dataset is comprised of household level grocery store transactions complied by dunnhumby for 2,500 households over a period of two years. An ordinary least squares regression technique is employed to analyze the dollar …