Identifying Grocery Coupon-Prone Customers: A Household Demographics Perspective

Abstract

The study is focused on exploring demographic characteristics of the target audience of retail grocery stores whose buyer behavior is most responsive to coupon promotions. The demographic variables considered in the paper are age, employment status, and household size. As a result of a statistical analysis of scanner data, the demographic profile is developed for the coupon-sensitive category of consumers. Managerial recommendations for grocery stores’ coupon-promotion tactics are discussed.

Citation

Mikhailitchenko, A. and Whipple, T.W. (2006), "Identifying Grocery Coupon-Prone Customers: A Household Demographics Perspective", Belk, R.W. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 21-34. https://doi.org/10.1016/S0885-2111(06)10002-2