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
D.O.I.
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

  • Married males and shopping: are they sleeping partners?
    Dholakia, R.; Pedersen, B.; Hikmet, N.
  • Coupon redeemers: are they better shoppers?
    Levedahl, J.W.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off