Marketers today are currently being challenged to understand the complexities of ethnic markets as their numbers grow throughout the United States and have an increasing interest in determining how ethnic consumers respond to sales promotion efforts. Of particular interest to marketers is the determination of the extent to which ethnic consumers utilize coupons. Prior research suggests that in comparison to their white counterparts, most African-American consumers are light users of coupons. Demographic factors such as education, income, and family size have largely been used to explain differences between these groups of consumers. The current study attempts to look beyond demographics and examines potential motivational factors that may account for differences between blacks and whites in coupon redemption. / This study will test how differences in motivations between African-American and White-American consumers affect their propensity to use coupons. These motivations include value consciousness, time value, perceived image of coupon use, and brand loyalty. In addition, the current study examines specific barriers to coupon use commonly faced by the ethnic consumer, including media use and the perceived availability of coupons. / This study also looks at factors beyond race that may serve as covariates in the determination of coupon use among black and white consumers. These factors include store patronage, frequency of patronage, product category purchases and size of package purchased. / Source: Dissertation Abstracts International, Volume: 54-07, Section: A, page: 2653. / Major Professor: Richard W. Mizerski. / Thesis (Ph.D.)--The Florida State University, 1993.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_76922 |
| Contributors | Green, Corliss Lynnette., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 121 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
Page generated in 0.0016 seconds