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Coupon Advertising Under Imperfect Price Information

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  • José Luis Moraga‐González
  • Emmanuel Petrakis

Abstract

This paper studies sales promotions through coupons in an oligopoly under imperfect price information. Sellers can distribute either ordinary coupons, or coupon (price) advertising, or both types of coupons, at distant locations to attract consumers from their rivals' markets. A unique symmetric pure‐strategy equilibrium exists where rebates and couponing intensity are always positive. In the ordinary‐coupon equilibrium, prices, promotional efforts, and sellers' profits are higher than in the coupon‐advertising equilibrium. However, if sellers are allowed to distribute both types of coupons, only coupon advertising is sent out in equilibrium.

Suggested Citation

  • José Luis Moraga‐González & Emmanuel Petrakis, 1999. "Coupon Advertising Under Imperfect Price Information," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 8(4), pages 523-544, December.
    • Handle: RePEc:bla:jemstr:v:8:y:1999:i:4:p:523-544
    DOI: 10.1111/j.1430-9134.1999.00523.x
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    References listed on IDEAS

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    Cited by:

    1. Qiang Lu & Sridhar Moorthy, 2007. "Coupons Versus Rebates," Marketing Science, INFORMS, vol. 26(1), pages 67-82, 01-02.
    2. Yuxin Chen & Sridhar Moorthy & Z. John Zhang, 2005. "Research Note---Price Discrimination After the Purchase: Rebates as State-Dependent Discounts," Management Science, INFORMS, vol. 51(7), pages 1131-1140, July.
    3. Galeotti, Andrea & Moraga-González, José Luis, 2008. "Segmentation, advertising and prices," International Journal of Industrial Organization, Elsevier, vol. 26(5), pages 1106-1119, September.
    4. Lola Esteban & José M. Hernández & José Luis Moraga‐González, 2006. "Customer Directed Advertising and Product Quality," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 15(4), pages 943-968, December.
    5. Imke Reimers & Claire (Chunying) Xie, 2019. "Do Coupons Expand or Cannibalize Revenue? Evidence from an e-Market," Management Science, INFORMS, vol. 65(1), pages 286-300, January.
    6. Kutsal Dogan & Ernan Haruvy & Ram Rao, 2010. "Who should practice price discrimination using rebates in an asymmetric duopoly?," Quantitative Marketing and Economics (QME), Springer, vol. 8(1), pages 61-90, March.

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