Customer response to a targeted couponing program in a retail contextwhat and how coupons work

Resumen

This dissertation analyzes a retailer-targeted couponing program (TCP)to provide some clarification about customer`s response, and what and how these coupons work. In the first chapter I present a comprehensive review of the relevant literature where I think TCPs in retail are built. The second chapter analyzes the aggregate customer response to a TCP differentiatin among reward and trial coupons, decomposing the sales impact of the coupon in a basket size effect and a frequency of visits effect. The third chapter presents the sales lift ratio of the TCP by store, and analyzes the effects of some store characteristics on customer¿s relationship and TCP¿s sales lift ratio. The last chapter explores category and brand characteristics that affect the effectiveness of targeted coupons issued at supermarket checkout points employing a large multi-brand and multi-category quasi-experiment.