The Effects of a Direct Mail Coupon on Brand Choice Behavior

@inproceedings{Bawa1987TheEO,
  title={The Effects of a Direct Mail Coupon on Brand Choice Behavior},
  author={Kapil Bawa and Robert W. Shoemaker},
  year={1987}
}
The authors examine the effects of a manufacturer coupon on brand choice behavior. The level of coupon redemption and changes in brand choice behavior after redemption are examined as a function of the household's prior probability of purchasing the promoted brand, likelihood of buying a favorite competitive brand, and coupon face value. A model of the coupon redemption decision is developed to predict response to the coupon promotion by different consumer segments. Predictions from the model… CONTINUE READING

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