TY - JOUR
AU - C. Jeanne Hill
AB - 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.
TI - Gender and coupon use
JO - Journal of Product & Brand Management
DO - 10.1108/10610420310476924
DA - 2003-06-01
UR - https://www.deepdyve.com/lp/emerald-publishing/gender-and-coupon-use-RtfMT0GYcb
SP - 166
EP - 179
VL - 12
IS - 3
DP - DeepDyve
ER -