Money is the Motivation
In this day and age, money is the motto for everything. Whether it’s businesses looking to save money on important, make or break, decisions, or if it’s the everyday person looking to save money on their weekly grocery shopping trip. Everybody loves money. Some things are always worth the cost; as the saying goes, “It’s worth it to spend a little extra on shoes and a bed because you spend your entire life in them.” But what is the main cause for the decision to purchase something? Most people would say the price of whatever they are trying to buy. What if they can reduce the cost of what they are trying to buy, simply through pieces of paper they find in a magazine or a local newspaper?
Many people find happiness through money and the items that they own. So why not have both? By using coupons, you can have the ability to have the same items that you want and still have extra money you wouldn’t have had if you hadn’t used a coupon. This makes the purchase worthwhile. If you have the coupons on hand for the exact item you want, everybody will take advantage of it and use it. Even if people don’t have a need for an item, with a coupon, they may still buy that item. In a survey of several retail store owners on Black Friday, over ninety percent of them got calls asking strictly what their sales were, if the sales weren’t up to the standards of the caller, they were hung up on. Over ninety percent of the surveyed owners experienced this. This goes to show that it doesn’t even matter the price, whenever there is an opportunity to save money, no matter what the item is, people will jump on the opportunity. This is the same way for coupons. The feeling of just saving money, to most, is worth the price of the item you are buying, whether you need it or not.
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From a psychological standpoint, very few people know what the price of a new shirt, or a new pair shoes should be. But they do take note to what the price is relative to what it was before. Essentially there is no difference between a shirt at Kohl’s at a price of forty dollars with a twenty five percent off coupon, and a shirt a Macy’s with an original cost of thirty dollars. Naturally, the typical consumer will buy the forty dollar shirt with the twenty five percent coupon strictly because they feel they are getting a better deal. Businesses will use this trick to their advantage, and mark their prices up just to put sales on them to make the customer think they are getting a deal.
From my point of view as a customer, I know that having a coupon will certainly influence my purchasing decisions. I am one to be very stingy with my money, most often if I want an item, I will wait until payday to make sure I will still have money after I make the purchase, but with a coupon I no longer have to wait. The feeling of getting an item at the very moment you want it, also makes the purchase more appealing. With everybody, including those who are stingy with their money, they can save their money, make the purchase they want to make, be satisfied because they feel they saved money, and have the item they want immediately. All of this because of a coupon. If these people didn’t have a coupon would they feel satisfied with their purchase? Would they even have made a purchase to be satisfied with? Most likely not. And because of those many reasons, it is clear that coupons drastically effect the timing of when they make the purchase, or if they even make the purchase at all.