The determinants of direct mail coupon usage revisited: Evidence from count panel data models

Abstract

This report employs count panel (as opposed to cross-sectional) data to empirically investigate the determinants of direct-mail coupon use. We focus on comparing the coupon use discrepancies between national and store dairy brands. The results do not support the main hypothesis that participants use more coupons the longer they stay in the coupon program. Evidence also shows that prior use significantly explains the coupon-redemption behavior, while it is found that there are significant expiration date and face value effects. The distance of the consumers from the redemption location is found to be significant. [EconLit citations: C25, J10, and M37.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 189-200, 2004.

Digital Coupon Redemption: Conceptualization, Scale Development and Validation

“…Various studies found that distance to the redemption site negatively influences the chances of redemption (Chiou-Wei and Inman, 2008;Danaher et al, 2015;Beeck and Toporowski, 2017). Travelling long distances to redeem coupons requires spending more time and resources on redemption, which reduces the attractiveness of coupon redemption (Hongjai Rhee and Bell, 2002;Chiou-Wei, 2004). In this study, distance has been considered a moderator.…”