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| Tekijä: | Raghubir, P. |
| Otsikko: | Coupons in context: discounting prices or decreasing profits? |
| Lehti: | Journal of Retailing
2004 : VOL. 80:1, p. 1-12 |
| Asiasana: | Retailing Marketing Sales promotion Prices Quality Consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | A coupon (hereafter as: cpn.) is a commonly used sales promotion device offering the user a discount on the purchase of a product. Consumer cpn. offerings are also becoming increasingly diverse. This paper reports the results of three experiments that examine whether the economic value of a cpn. is a source of information (for information, hereafter as: info) to infer the price of the product/service, and the quality of the product/service, which inference can undercut the economic value, with resulting consequences for deal evaluations and purchase intentions (here as: p-ints). The framework predicts, and empirical results show, that increasing the value of the cpn. does not always improve deal evaluations or p- ints. This could imply lower profits for the company. The presence of past price information about the brand, info about prices of other brands offered by the company, and info about competitorsÂ’ prices moderate the impact of cpn. value on brand-related inferences. When such alternate sources of info are present and are diagnostic of the price of the promoted product, consumers are less likely to infer price and quality from the value of the cpn. and higher cpn. values are more likely to increase deal evaluations and p-ints. |
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