IDEAS home Printed from https://ideas.repec.org/a/pal/jorapm/v16y2017i4d10.1057_s41272-016-0076-7.html
   My bibliography  Save this article

Four decades of coupon research in pricing: Evolution, development, and practice

Author

Listed:
  • Neeraj Pandey

    (National Institute of Industrial Engineering (NITIE))

  • Vaibhav Maheshwari

    (National Institute of Industrial Engineering (NITIE))

Abstract

Coupons are a sales promotion tool frequently used by marketers. While considerable research has been conducted on coupons such as its profitability, design, and redemption rate for increased sales, few attempts have been made to summarize the published literature in the form of a review. This paper presents a comprehensive evaluation of research on coupons over the last four decades by examining the evident patterns via keywords, research themes, coupon types, and countries where the studies are based, authors, journals, and product categories utilizing coupon schemes. This mapping of the literature clarifies the evolution of research on coupons and identifies potential developments related to aspects such as coupon design and framing. More importantly, it contributes to the future research agenda by identifying gaps in extant knowledge and evidence.

Suggested Citation

  • Neeraj Pandey & Vaibhav Maheshwari, 2017. "Four decades of coupon research in pricing: Evolution, development, and practice," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(4), pages 397-416, August.
    • Handle: RePEc:pal:jorapm:v:16:y:2017:i:4:d:10.1057_s41272-016-0076-7
    DOI: 10.1057/s41272-016-0076-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41272-016-0076-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41272-016-0076-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Johnson, Joseph & Tellis, Gerard J. & Ip, Edward H., 2013. "To Whom, When, and How Much to Discount? A Constrained Optimization of Customized Temporal Discounts," Journal of Retailing, Elsevier, vol. 89(4), pages 361-373.
    2. Scott A. Neslin, 1990. "A Market Response Model for Coupon Promotions," Marketing Science, INFORMS, vol. 9(2), pages 125-145.
    3. Su, Meng & Zheng, Xiaona & Sun, Luping, 2014. "Coupon Trading and its Impacts on Consumer Purchase and Firm Profits," Journal of Retailing, Elsevier, vol. 90(1), pages 40-61.
    4. Osuna, Ignacio & González, Jorge & Capizzani, Mario, 2016. "Which Categories and Brands to Promote with Targeted Coupons to Reward and to Develop Customers in Supermarkets," Journal of Retailing, Elsevier, vol. 92(2), pages 236-251.
    5. Grewal, Dhruv & Bart, Yakov & Spann, Martin & Zubcsek, Peter Pal, 2016. "Mobile Advertising: A Framework and Research Agenda," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 3-14.
    6. Jacobson, Robert & Obermiller, Carl, 1990. "The Formation of Expected Future Price: A Reference Price for Forward-Looking Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 420-432, March.
    7. Scott A. Neslin & Robert W. Shoemaker, 1983. "A Model for Evaluating the Profitability of Coupon Promotions," Marketing Science, INFORMS, vol. 2(4), pages 361-388.
    8. Khajehzadeh, Saman & Oppewal, Harmen & Tojib, Dewi, 2014. "Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit," Journal of Business Research, Elsevier, vol. 67(11), pages 2447-2455.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Balakrishnan, Janarthanan & Foroudi, Pantea & Dwivedi, Yogesh K., 2020. "Does online retail coupons and memberships create favourable psychological disposition?," Journal of Business Research, Elsevier, vol. 116(C), pages 229-244.
    2. Ram, Pappu Kalyan & Pandey, Neeraj & Persis, Jinil, 2024. "Modeling social coupon redemption decisions of consumers in food industry: A machine learning perspective," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    3. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    4. Arindra Nath Mishra & Shayani Sengupta, 2024. "Discount Coupons Versus Trust and Satisfaction—Which is Better for M-Commerce?," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 28-42, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Souiden, Nizar & Chaouali, Walid & Baccouche, Mona, 2019. "Consumers’ attitude and adoption of location-based coupons: The case of the retail fast food sector," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 116-132.
    2. Montazeri, Samaneh & Tamaddoni, Ali & Stakhovych, Stanislav & Ewing, Michael, 2021. "Empirical decomposition of customer responses to discount coupons in online FMCG retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Hongjun Lv, 2021. "Who benefits when coupons are issued by a duopoly from an e‐market?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(7), pages 1656-1664, October.
    4. Dario Dunkovi? & Antonia Petravi? Cili, 2017. "Retailer pricing strategy: diffuse coupons effects contingent on store format," Proceedings of Business and Management Conferences 5207242, International Institute of Social and Economic Sciences.
    5. Qiu, Chun & Zhao, Ping, 2019. "Mobile coupon acquisition and redemption for restaurants: The effects of store clusters as a double-edged sword," Journal of Business Research, Elsevier, vol. 103(C), pages 163-172.
    6. Akram, Umair & Ansari, Aisha Rehman & Fu, Guoqun & Junaid, Muhammad, 2020. "Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    7. Rai, Dipankar & (Wilson) Lin, Chien-Wei & Jiraporn, Napatsorn, 2021. "The impact of scheduling styles on time-limited promotions: The moderating role of redemption frames," Journal of Business Research, Elsevier, vol. 135(C), pages 774-786.
    8. Arun Gopalakrishnan & Young-Hoon Park, 2021. "The Impact of Coupons on the Visit-to-Purchase Funnel," Marketing Science, INFORMS, vol. 40(1), pages 48-61, January.
    9. Li, Zonghuo & Guan, Xu & Mei, Wanxia, 2023. "Coupon promotion and its cross-channel effect in omnichannel retailing industry: A time-sensitive strategy," International Journal of Production Economics, Elsevier, vol. 258(C).
    10. Amelie A. Hecht & Crystal L. Perez & Michele Polascek & Anne N. Thorndike & Rebecca L. Franckle & Alyssa J. Moran, 2020. "Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior," IJERPH, MDPI, vol. 17(20), pages 1-34, October.
    11. Aradhna Krishna & Z. John Zhang, 1999. "Short- or Long-Duration Coupons: The Effect of the Expiration Date on the Profitability of Coupon Promotions," Management Science, INFORMS, vol. 45(8), pages 1041-1056, August.
    12. Sanjay K. Dhar & Jagmohan S. Raju, 1998. "The Effects of Cross-Ruff Coupons on Sales and Profits," Management Science, INFORMS, vol. 44(11-Part-1), pages 1501-1516, November.
    13. Li, Zonghuo & Yang, Wensheng & Jin, Hyun Seung & Wang, Di, 2021. "Omnichannel retailing operations with coupon promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Geoffrey Fisher & Matthew McGranaghan & Jura Liaukonyte & Kenneth C. Wilbur, 2023. "Price promotions, beneficiary framing, and mental accounting," Quantitative Marketing and Economics (QME), Springer, vol. 21(2), pages 147-181, June.
    15. Sridhar, Shrihari & Naik, Prasad A. & Kelkar, Ajay, 2017. "Metrics unreliability and marketing overspending," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 761-779.
    16. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    17. Yuval Arbel & Danny Ben-Shahar & Stuart Gabriel, 2016. "Are The Disabled Less Loss Averse? Evidence From A Natural Policy Experiment," Economic Inquiry, Western Economic Association International, vol. 54(2), pages 1291-1318, April.
    18. Navdeep S. Sahni & Dan Zou & Pradeep K. Chintagunta, 2017. "Do Targeted Discount Offers Serve as Advertising? Evidence from 70 Field Experiments," Management Science, INFORMS, vol. 63(8), pages 2688-2705, August.
    19. Igal Hendel & Aviv Nevo, 2003. "The Post-Promotion Dip Puzzle: What do the Data Have to Say?," Quantitative Marketing and Economics (QME), Springer, vol. 1(4), pages 409-424, December.
    20. Cotterill, Ronald W & Putsis, William P, Jr & Dhar, Ravi, 2000. "Assessing the Competitive Interaction between Private Labels and National Brands," The Journal of Business, University of Chicago Press, vol. 73(1), pages 109-137, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jorapm:v:16:y:2017:i:4:d:10.1057_s41272-016-0076-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.