Examining Black Consumer Motives for Coupon Usage

Peter K Tat and David Bejou

Describes a study to 1) identify coupon users among black consumers and 2) to compare motives for using coupons between black and white consumers.

Examining Black Consumer Motives for Coupon Usage

Peter K Tat and David Bejou

After experiencing an explosive growth in the late '70s and early to mid '80s, coupon distribution appears to have slowed down (Bowman, 1989). Moreover, the coupon redemption rate has declined from 4.03% in 1981 to 3.31% in 1987 (Marketing Communications, 1989). Thus, in order to increase coupon usage, marketers have to explore new market segments. Because of its huge size, the black consumer market appears to be a logical market segment for marketers to pursue. This is especially true for marketers of household...

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