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...