Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Gender and coupon use

Gender and coupon use 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Loading next page...
 
/lp/emerald-publishing/gender-and-coupon-use-RtfMT0GYcb
Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420310476924
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jun 1, 2003

Keywords: Gender; Purchasing; Promotional coupons

References