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Four decades of coupon research in pricing: Evolution, development, and practice

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Journal of Revenue and Pricing Management Aims and scope

Abstract

Coupons are a sales promotion tool frequently used by marketers. While considerable research has been conducted on coupons such as its profitability, design, and redemption rate for increased sales, few attempts have been made to summarize the published literature in the form of a review. This paper presents a comprehensive evaluation of research on coupons over the last four decades by examining the evident patterns via keywords, research themes, coupon types, and countries where the studies are based, authors, journals, and product categories utilizing coupon schemes. This mapping of the literature clarifies the evolution of research on coupons and identifies potential developments related to aspects such as coupon design and framing. More importantly, it contributes to the future research agenda by identifying gaps in extant knowledge and evidence.

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Authors and Affiliations

  1. Marketing Area, National Institute of Industrial Engineering (NITIE), Vihar Lake, Powai, Mumbai, 400087, India

    Neeraj Pandey & Vaibhav Maheshwari

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  1. Neeraj Pandey
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  2. Vaibhav Maheshwari
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Correspondence to Neeraj Pandey.

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Pandey, N., Maheshwari, V. Four decades of coupon research in pricing: Evolution, development, and practice. J Revenue Pricing Manag 16, 397–416 (2017). https://doi.org/10.1057/s41272-016-0076-7

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  • DOI: https://doi.org/10.1057/s41272-016-0076-7

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