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The determinants of direct mail coupon usage revisited: Evidence from count panel data models

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  • Song Zan Chiou-Wei

    (Department of Applied Economics and Institute of Economics, Nan-Hua University, 32 Chung Keng Li, Dalin Chiayi, Taiwan 622., E-mail: chiouwei@mail.nhu.edu.tw)

Abstract

This report employs count panel (as opposed to cross-sectional) data to empirically investigate the determinants of direct-mail coupon use. We focus on comparing the coupon use discrepancies between national and store dairy brands. The results do not support the main hypothesis that participants use more coupons the longer they stay in the coupon program. Evidence also shows that prior use significantly explains the coupon-redemption behavior, while it is found that there are significant expiration date and face value effects. The distance of the consumers from the redemption location is found to be significant. [EconLit citations: C25, J10, and M37.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 189-200, 2004.

Suggested Citation

  • Song Zan Chiou-Wei, 2004. "The determinants of direct mail coupon usage revisited: Evidence from count panel data models," Agribusiness, John Wiley & Sons, Ltd., vol. 20(2), pages 189-200.
    • Handle: RePEc:wly:agribz:v:20:y:2004:i:2:p:189-200
    DOI: 10.1002/agr.20007
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    References listed on IDEAS

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    1. Goodwin, Barry K., 1992. "An Analysis Of Factors Associated With Consumers' Use Of Grocery Coupons," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 17(1), pages 1-11, July.
    2. Chakravarthi Narasimhan, 1984. "A Price Discrimination Theory of Coupons," Marketing Science, INFORMS, vol. 3(2), pages 128-147.
    3. Ronald Cotterill & William Putsis, 2000. "Market Share and Price Setting Behavior for Private Labels and National Brands," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 17(1), pages 17-39, August.
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    Cited by:

    1. Chiou-Wei, Song-Zan & Inman, J. Jeffrey, 2008. "Do Shoppers Like Electronic Coupons?," Journal of Retailing, Elsevier, vol. 84(3), pages 297-307.
    2. Hwang, Joon Ho & Chung, Jaiho & Kim, Jae Wook & Lee, Dongwon & Yoo, Weon Sang, 2016. "Antecedents to loyalty point redemption: Implications for customer equity management," Journal of Business Research, Elsevier, vol. 69(9), pages 3731-3739.

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