Highly coupon and sale prone consumers: benefits beyond price savings

Scot Burton and Judith A. Garretson

In recent years, some consumer products' firms have made attempts to replace or sharply reduce the use of sales promotion, including coupons and sales, with everyday low prices (EDLP).

highly coupon and sale prone consumer: benefits beyond price savings

Judith A. Garretson Louisiana State University andScot Burton University of Arkansas

Both practitioners and researchers remain very interested in the impact of sales promotion strategies on consumer behavior (Ehrenberg, Schriven, and Barnard, 1997; Gardener and Trivedi, 1998; Green, 1995; Howell, 2001; Mela, Gupta, and Lehmann, 1997; Simms, 2000). Many organizations include significant budget allocations for sales promotion, and marketers vacillate between strategies that focus on the short-term behavioral incentives reaped by sales promotion and the long-term payoffs for advertising noted in recent studies that model the...

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