search query: @author Srinivasan, S. / total: 7
reference: 6 / 7
| Author: | Ramaswamy, V. Srinivasan, S. |
| Title: | Coupon characteristics and redemption intentions: a segment-level analysis |
| Journal: | Psychology and Marketing
1998 : JAN, VOL. 15:1, p. 59-80 |
| Index terms: | PSYCHOLOGY MARKETING ECONOMICS |
| Language: | eng |
| Abstract: | The authors investigate how different segments of consumers react to different coupon characteristics, such as face value and method of distribution. They utilize a latent segmentation approach to identify the underlying segments. The empirical analysis suggests that different segments of consumers place varying emphasis with regard to economic benefits, psychic benefits, effort costs, and substitution costs. A further examination of the deprived segments with respect to consumer correlates reveals that coupon-related consumer characteristics rather than demographics, exhibit significant and meaningful differences across these segments. |
SCIMA