Coupons. They’re on everyone’s brain in this day and age. Everywhere one looks; there is a coupon advertising savings on some item. But why are these little barcoded beauties so influential on one’s purchasing decisions? Coupons influence purchasing decisions because they are an added form of marketing, a money saver, and the latest and greatest fad.
Coupons are every marketing director’s dream. They catch your attention. They advertise something on sale. When one sees a sale, they are more inclined to buy that particular item. Consumers are likely to buy an item different from the one they normally purchase, simply because they have a coupon. The thought behind this action is they are only buying it the one time, and they are saving money. If they don’t like it, it’s no big deal. They saved money with a coupon, and now know they don’t like the item for any future purchases. Coupons make items look more appealing to consumers. Think of them as subliminal advertising.
To state the obvious, coupons are also a big money saver. At a consumer standpoint, coupons are the saving grace in the spending world. They provide one the opportunity to save money on an item they would need to inevitably buy. This saved money can then be used on other things, allowing one to feel a sense of accomplishment. This is the accomplishment that they received more than intended in exchange for their money, so they view themselves as “ahead of the game”. Some stores offer double coupon day, making the one dollar coupon have a value of two dollars.
Double coupon days influence coupon users in more ways than one. Coupons influence purchasing decisions because they have become part of a growing trend. Couponing is now a popular fad among society. There are television shows centered on coupons and how to use them. Some of these shows highlight experienced coupon users and their savings. Camera crews follow this coupon veteran in their journey of planning, cutting, shopping, and saving. The show becomes a drama centered around how much they will save and if they will make it under their estimated total. When one uses coupons, the store often gives a savings percentage at the bottom of the receipt. This total tells one how much they saved on their total purchase. These savings totals become a competition among coupon users. They want to see how high they can get their savings percentage. They also want to see if they can beat the savings percentage of their fellow couponing companions. This competition encourages consumers to purchase items that they only have coupons for, thus increasing their savings percentage. There are also two different types of coupons that one can use. There are manufacturer coupons, which can be used anywhere the item is sold. They are the coupons that one would find in the newspaper, online, etc. There are also store coupons, which offer savings on items at a particular store. These two types of coupons can be combined for added savings when used together. Many consumers spend hours finding the best deals at various stores to save the most amount of money they can. Some consumers say couponing can be a full time job. Others say it is a nice hobby. In either aspect, the focus on coupons encourages consumer use.
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On a personal note, coupons greatly influence this buyer’s purchasing decisions for the above listed reasons. This writer participates in the couponing craze and relishes at the stockpile gathering in the guest bedroom. For me, coupons not only influence purchasing decisions on items they advertise, but also items they do not advertise. Recently, I bought a bookshelf. Are there books on my bookshelf? No, there are not. The items on my new bookshelf are ones I’ve acquired while couponing. Did I have a coupon for this bookshelf? No, I did not. I had to buy one for storage of my discounted items acquired while couponing. These discounted items became too much to store in our kitchen cabinets. Now, if our guests are restless in the night, they can view the items that were not purchased at full price.
Coupons influence purchasing decisions of consumers everywhere due to increased marketing, savings, and trend popularity. They are ideal to consumers that want to save money. They add influence to a consumer to purchase the item that has a coupon. Coupons can be a full time job, or a hobby. They allow the consumer to choose how little or how much they want to invest in their use. Consumers beware: coupons are both influential and enticing.