Gender and coupon use

Susan K. Harmon (Assistant Professor of Marketing, College of Business, Middle Tennessee State University, Murfreesboro, Tennessee, USA)
C. Jeanne Hill (Professor of Marketing, College of Business, Middle Tennessee State University, Murfreesboro, Tennessee, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 June 2003

Abstract

Men have not traditionally been considered a viable target market for most household purchases and, thus, for coupon distribution. However, with significant social changes over the last several decades, men may offer an opportunity for sales growth in many product categories. This study surveyed 206 males and females to identify gender differences in products purchased, frequency of coupon use by product type, and coupon source. The study also used demographics and parental coupon use to profile gender differences. Men were found to play a major role in household purchases, particularly for groceries, and to be light users of coupons overall. Men also were found to purchase more online products and more food delivery services than women but to use fewer coupons. Men were, however, found to be heavy users of grocery store loyalty cards.

Keywords

Citation

Harmon, S. and Jeanne Hill, C. (2003), "Gender and coupon use ", Journal of Product & Brand Management, Vol. 12 No. 3, pp. 166-179. https://doi.org/10.1108/10610420310476924

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.