What impacts does the sales promotion instrument have on German consumers' behaviour?
Author
Geisler, Niklas Maximilian
Term
4. term
Publication year
2015
Pages
81282
Abstract
Denne afhandling undersøger, hvilke virkninger salgsfremmeinstrumentet kuponing har på tyske forbrugeres adfærd efter ophævelsen af den tidligere rabatlov i 2001. Med udgangspunkt i en deduktiv tilgang og en litteraturgennemgang, der skitserer et begrebsgrundlag for kuponbrug, belyses både kort- og langsigtede effekter samt kuponers rolle i Customer Relationship Management. Empirisk bygger studiet på sekundærdata og et webbaseret, selvudfyldt spørgeskema med 120 respondenter. Analysen afdækker faktorer, der påvirker indløsning af kuponer og indkøbsadfærd, forbrugernes selvoplevede prisbevidsthed, vurderinger af kuponers tilgængelighed og nytte, foretrukne kuponkarakteristika samt villigheden til at afgive persondata for at modtage kupon-tilbud. Resultaterne peger på høj accept af kuponer (over 95 procent har erfaring med indløsning), men en lav brugshyppighed, idet kuponer typisk anvendes flere gange om året. Yngre forbrugere er mere villige end ældre til at dele personlige oplysninger for at få kuponer og til at anvende mobiltelefonen til kuponbrug; der måles en signifikant sammenhæng mellem alder og villigheden til mobil kuponbrug (p = 0,001).
This thesis examines the effects of the sales promotion instrument couponing on German consumers’ behavior following the abolition of Germany’s discount law in 2001. Using a deductive approach and a literature review that sets out a conceptual basis for coupon use, the study considers both short- and long-term effects and the role of coupons within Customer Relationship Management. Empirically, it draws on secondary sources and a web-based, self-completion survey of 120 respondents. The analysis investigates determinants of coupon redemption and purchasing behavior, consumers’ self-perceived price consciousness, evaluations of coupon availability and utility, preferred coupon characteristics, and willingness to provide personal data to receive offers. Findings indicate broad acceptance of coupons (over 95 percent have experience redeeming them) but relatively infrequent use, with coupons typically applied several times per year. Younger consumers are more willing than older ones to share personal information to obtain coupons and to use mobile phones for couponing; a significant correlation is observed between age and willingness to use mobile coupons (p = 0.001).
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