TY  - JOUR
AB  - Looks at the difference in the use of money‐off coupons between Anglo‐Americans and African‐Americans ‐ marketers today are currently being challenged to understand the complexities of ethnic markets as they grow in numbers throughout the USA and have an increasing interest in determining how ethnic consumers respond to sales promotion efforts. Of particular interest to marketers is an understanding of the extent to which ethnic consumers use cents‐off coupons. Demographic factors such as education, income and family size have largely been used to explain differences between those who use coupons and those who do not. The current study goes beyond looking at demographics and examines motivational factors. Suggests that Anglo‐ and African‐American consumers have different motivations for responding to coupon promotions.
VL  - 13
IS  - 2
SN  - 0736-3761
DO  - 10.1108/07363769610115375
UR  - https://doi.org/10.1108/07363769610115375
AU  - Green Corliss L.
PY  - 1996
Y1  - 1996/01/01
TI  - Ethnic response to couponing: a motivational perspective
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 14
EP  - 25
Y2  - 2024/04/25
ER  -