Choice-based conjoint Analysis of the Local Coupon Preferences of Millennials

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Abstract

The purpose of this article is to explore the local coupon preferences for the 18-29 year old market. Local coupons are defined as offers of discounts at retailers and service providers located within a customer’s geographic region. These are distinguished from manufacturers coupons which are typically focused on offering customers discounts on nationally distributed consumer packaged goods (Jung & Lee, 2010). To accomplish this objective, choice-based conjoint analysis was undertaken to determine the different underlying needs and preferences that drive their coupon preferences. From this data, three need-based segments are identified and discussed. Strategies are then formulated to meet the needs and preferences of each segment.
Original languageEnglish
JournalJournal of Promotion Management
Volume20
Issue number3
StatePublished - Apr 2014

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