Abstract
This article explores the local coupon preferences of the 18-29-year old market. Choice-based conjoint analysis was used to determine Millennials' local coupon needs and preferences. From this data, three need-based segments were identified and discussed. The findings indicate that while overall, millennials are resistant to receiving coupons for local businesses through their cell phones, there is one segment that is receptive to this method of coupon delivery method.
| Original language | English |
|---|---|
| Pages (from-to) | 240-249 |
| Number of pages | 10 |
| Journal | Journal of Promotion Management |
| Volume | 20 |
| Issue number | 2 |
| DOIs | |
| State | Published - Mar 2014 |
Keywords
- choice-based conjoint analysis
- discount
- local coupons
- segmentation