Abstract
The modern market is full of offers and discounts. Marketers use several promotional programs to entice customers to buy products and services. While advertising goals are long-term in nature and typically aimed at building a brand, sales promotion programs often have a single goal, namely to maximize sales in the short term. A coupon is a ticket or document that can be exchanged for a financial discount or discount on a product purchase. Coupons can attract customers to a business, increase engagement with existing customers, and generate new revenue. This study examines customer preferences for coupon code-based promotions in various areas including clothing, food, travel, entertainment, medical, beauty, and personal care. The purpose of the study is to analyze how coupon codes influence customers’ purchasing decisions, as well as examine the overall level of customer satisfaction. This study covers almost all the areas where coupon code is used as a promotional activity to increase sales and can help entrepreneurs and business people in making important financial decisions in sales and marketing.
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Anitha, D., Kavitha, N., Krupa, M.E., Priyanka, B., Hemaprasanna, S. (2024). A Study on Customer Preference Towards Coupon – Code Based Promotional Activities in Various Selected Fields with Special Reference to Coimbatore City. In: Alareeni, B., Hamdan, A. (eds) Technology: Toward Business Sustainability. ICBT 2023. Lecture Notes in Networks and Systems, vol 925. Springer, Cham. https://doi.org/10.1007/978-3-031-54019-6_6
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DOI: https://doi.org/10.1007/978-3-031-54019-6_6
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