Abstract:

This study was conducted in France to obtain a better knowledge on the consumer's attitude towards couponing promotions. Similar studies were conducted by NIELSEN in other countries (United Kingdom and United States) and it is interesting to make some comparisons. Another reason: the number of distributed coupons drastically fell between 1973 and 1975 in France and it was important to know if the housewife was involved or not in this decrease. Generally speaking, the objectives of the study were to get either the motives or restraints towards couponing as well from people using coupons as from people not using them. The sample, used in this study, consisted of 1000 housewives standing for about 16 million households in France. These 1000 housewives were interviewed at home. One important achievement of the study was the acknowledgement of no unfavourable reaction against coupon either from retailers or from consumers.