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Decomposition of customers’ response to discount coupons

Montazeri, Samaneh 2019, Decomposition of customers’ response to discount coupons, M.Research (Comm) thesis, Department of Marketing, Deakin University.

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Title Decomposition of customers’ response to discount coupons
Author Montazeri, Samaneh
Institution Deakin University
School Department of Marketing
Faculty Faculty of Business and Law
Degree type Research masters
Degree name M.Research (Comm)
Thesis advisor Tamaddoni Jahromi, AliORCID iD for Tamaddoni Jahromi, Ali orcid.org/0000-0002-5943-3172
Stakhovych, Stanislav
Date submitted 2019-11-27
Summary This study decomposes customer response to dollar-off and percentage-off discount coupons in a grocery retail environment. Using a large sample of customer transactions, the findings confirm that, compared to percentage-off coupons, dollar-off coupons induce customers to spend more, shop more items and delay their next purchase.
Language eng
Indigenous content off
Field of Research 150500 Marketing
Socio Economic Objective 909900 Other Commercial Services and Tourism
Description of original 53 p.
Copyright notice ©The author
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30150106

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.