TY - JOUR
T1 - Choice-based conjoint Analysis of the Local Coupon Preferences of Millennials
AU - Garver, Michael Scott
AU - Divine, Richard L
AU - Spralls III, Samuel A
PY - 2014/4
Y1 - 2014/4
N2 - 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.
AB - 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.
UR - https://www.tandfonline.com/loi/wjpm20
M3 - Article
SN - 1049-6491
VL - 20
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 3
ER -