The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior across Product Classes

Abstract

An assumption in prior research on deal-prone or coupon-prone buyers has been that buying on deal is influenced in part by a household's demographic characteristics. One implication is that households that are deal-prone or coupon-prone in one product class should be so in other product classes. The authors develop a model of coupon usage across product classes that explains why households might behave consistently in their coupon usage across product classes. Purchase data are analyzed across seven product classes for each household to test the hypothesis that coupon usage is not independent across product classes and to identify differences in demographic variables and purchasing behavior between coupon-prone and non-coupon-prone households.