The Impact of Coupons on Consumer Behavior and Retail Sales
1. Introduction Coupons have a significant impact on consumer shopping habits and retail sales. Coupons provide consumers with real values that improve the quality of buying decisions and the shopping experience. The nature of the current economy always pushes consumers to their limits as they try to keep their standards without falling into suffocating debt. Extensive access to credit cards coupled with the advent of internet shopping has made consumers less frugal and more susceptible to hedonistic spending habits. Therefore, consumers are using diverse means to deal with these financial stresses, such as the increased use of coupons. Various studies that have researched the function of coupons in consumption indicate that their main aim is to save cash by reducing the price of items. Thus, coupons now play a significant role in consumers' purchasing decisions across all levels of society. Actually, the feeling of accomplishment on discovering the best bargains can be equal to th...