Coupons are extremely important when it comes to what we consumers spend on the items we use every day, and as a result, do indeed influence the purchasing decision of certain goods. A smart consumer is always conscientious when it comes to how much they are spending, and coupons are resources that greatly determine what they will buy, and how much of it will be purchased. Coupons often times influence us to purchase goods we had no intentions on getting, but because that specific coupon allows us to purchase said goods at a significantly lower price, we are much more open to purchasing them. For example, let’s say there is a family shopping at their local grocery store, shopping for this week’s groceries. They intend to purchase milk, eggs, bread, turkey meat, and a few other meat products, as well as vegetables. However, they notice there is a coupon for Breyer’s Ice Cream at the entrance to ice cream section. This coupon takes a dollar off of the ice cream, which is currently on sale for 50 percent off. Even at half price they were not going to consider buying the ice cream, but with an extra dollar off as well, it becomes much more manageable. In this scenario, a coupon did in fact determine the purchasing of a specific item, an item the family was not intending to buy in the first place. Spending time looking for coupons is a tiring task alone, and that process takes place prior to even doing the actual shopping.
My mother is a an avid coupon clipper, and spends what seems like hours on end searching through multiple ads from the newspaper to find coupons on the products we use, such as milk, lunch meat, and soda pop. Each individual add that comes in the paper usually has a coupon attached to it, and thus mom searches through each one, trying to find the ones for the products she uses regularly. I tend to pick out a few I find interesting as well, which are usually some sort of snack I had at a friend’s house. Generally, mom keeps the house stocked up with a fair amount of soda, because she is able to find very good coupon deals in the mail, but if these coupons were not found however, we likely would not have very much soda in the house. The same goes for eating out at restaurants, or even grabbing a quick bite to eat at a fast food place, such as Del Taco or McDonalds. Eating out is rarely an option if there are no coupons for the places we want to go, if we have no coupons for Pizza Hut, then ultimately, we aren’t going to Pizza Hut. When the ads comes in the next day with a Coupon for 50 percent off any type of Pizza at Pizza Hut, we will definitely go a few times before the coupons expire.
A note from us at I’m In: check out our restaurant coupons to see where you can eat out this week!
The more coupons a consumer has, the more likely they are to buy more of a certain product. In a study done on consumer spending, with and without coupons, it is recorded that: “Coupons seem to have a high ROI, the small discount consumers receive encourages them to spend money. When asked how much they spent on their most recent online purchase, consumers who used a coupon spent an average of $216. This figure is 56.5% higher than the average of $122 spent by consumers who did not use a coupon on their most recent online purchase.” As the data (taken from http://www.marketingcharts.com/online/online-coupons-impact-the-bottom-line-13169/) suggests, over 50 percent of consumers spend over 100 dollars more as a result of coupons, as opposed to those who had no coupons to use. This data, along with the personal experiences I have witnessed with my mother and her buying tendencies, proves that it suffices to say coupons play an exceptionally large role in purchasing among consumers.