PREDICTING COUPON USE FROM SHOPPER DEMOGRAPHIC AND BEHAVIORAL CHARACTERISTICS

We surveyed of grocery shoppers in the Northeast United States to measure how demographic characteristics and consumer behavior affect the use of four coupon types (paper, in-store, checkout, and online). We employ logit models to estimate the probability that a consumer is a regular coupon user conditioned to his/her demographic and behavioral characteristics. Readership and economizing-behavior variables have a larger impact on the probability of being a coupon user than do demographic variables, except in the case of online coupons. Our results suggest that targeting specific coupon types using demographic profiles alone is not an appropriate method of coupon distribution. Understanding behavioral characteristics of the coupon users will help target coupon offerings by various distribution methods.