In-Store vs. Out-Of-Store Coupons: An Examination of Anglo-, African-, and Hispanic-American Redemption

Abstract

The consensus among Studies examining differences in coupon redemption between ethnicminority consumers and the general population is that ethnic consumers redeem significantly fewer cents-off coupons. The current study goes a step further by examining coupon redemption by several methods of distribution. It is hypothesized that differences between African- and Hispanic-Americans and Anglo-Americans will be significant for some methods of distribution but not for others. Results of the study indicate that the only types of coupons for which differences are found between AngloAmericans and their ethnic-minority counterparts are those distributed through print media. The implication of this finding is that marketers targeting ethnic consumers with coupon promotions must distribute them in such a way in which these consumers will be reached.

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