Analyzing Incremental Sales from a Direct Mail Coupon Promotion

Kapil Bawa · Robert W. Shoemaker

152 citations0/0 files storedJournal of Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Market Behavior and Pricing Marketing and Advertising Strategies Customer churn and segmentation

Abstract

Several authors have noted that the profitability of a coupon promotion depends on the incremental sales generated by the coupon. However, most prior research on coupon promotions has focused on redemption rates and little is known about the characteristics of households that make incremental purchases. The authors develop and test several hypotheses about the characteristics of households that make incremental purchases in response to a direct mail coupon promotion. For the product tested, coupons produced greater incremental sales among households that were larger, more educated, and were homeowners. The findings suggest that directing coupons to the most responsive market segments can increase profits significantly.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 152 citations exist upstream.

References

1984A Price Discrimination Theory of Coupons 1985Consumer Promotions and the Acceleration of Product Purchases 1978Impact of Deals and Deal Retraction on Brand Switching 1974The Theory of Stochastic Preference and Brand Switching 1977The Value of Unit Price Information 1984Variety Seeking Through Brand Switching 1987The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior across Product Classes 1978Identifying the Deal Prone Segment

Cited by

2003The Impact of Customer Satisfaction on Share-of-Wallet in a Business-to-Business Environment 2011Measuring and Managing Returns from Retailer-Customized Coupon Campaigns 1996Coupon face value: Its impact on coupon redemptions, brand sales, and brand profitability,2016Do Targeted Discount Offers Serve as Advertising? Evidence from 70 Field Experiments 2001Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.