Consumer Issues In Coupon Usage: An Exploratory Analysis

Abstract

<span>This article investigates consumers salient issues which influence their decisions for not using coupons. Questionnaire data are factor analyzed, and five underlying constructs are identified: embarrassment; forgetfulness, hassle, proneness to expire, and limited financial worth. In the face of such obstacles, marketers should be more proactive in addressing consumer concerns about the redemption process.</span>