Coupons have recently been becoming more and more easily accessible by the general public. Where one used to have to search them out in magazines, newspapers, and through the mail, now you can get them on your phone via convenient applications that tell you where you can save and on what. The new ease of “couponing”, as it is called, is making this a more and more enticing idea. However, do coupons really influence a person’s decision to buy something, or are they just over-looked by most?
In short, it can easily be said that coupons do influence a purchasing decision. How often do people go to the store and leave with much more than they intended because of deals such as fifty percent off, or buy one get one free? These may not seem like it, but these sales can be viewed the same as a coupon. People are more likely to buy something if they get more than they think their money is worth. A buy on get one free coupon looks like a much better deal, even if the customer knows they will never need the second item. Some will buy it just to feel like they have saved a little money. Restaurants use this method as well, such as in the fast food business. Although the coupons may not be sent in the mail as much, people are more likely to come back to the establishment just to use the coupon they received for free food on the back of their receipt.
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Coupons also influence things in a negative way. Everyone has, at some point, been stuck behind that one person in the grocery line who seems to have a coupon for everything and gets very upset when item number fifty-one is fifty cents more than it’s supposed to be. This, of course, results in a call to the manager who over-rides the system for this customer, fixes the price, and then continues to apologize for the inconvenience. Now, not only are you and everyone behind this person frustrated at waiting twenty minutes for a loaf of bread, the person at the register is too. This impacts people because it gives a negative view to even using a coupon. Not many people want to be the person everyone wants to hit with their grocery cart on the way out for holding up a line. This influences a person’s purchasing decisions because, even though it may look like a great deal, you really don’t want to be that person, so you deal with the extra couple dollars to save some time in the line.
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Coupons can effect purchasing decisions in more ways than that as they are also a form of advertising used to get people in the door. You may have a coupon for one item, go to the store just for that, and then realize that you need ten other items while you are in there that also just so happen to have coupons too. This is a way in which the effect purchasing decisions because they encourage the buyer to get more than they intend to. But there are also the people who never even look at coupons. It is these people who overlook them and simply throw them away the moment they come into contact. These people usually don’t need to “save money” with them, or view them as a waste of their time. It is this group that coupons do not affect in any way, other than a slight disappointment on the rare occasion they get them in the mail.
According to this information, it is really a matter of who it is on whether coupons affect a person’s purchasing decisions. If someone is constantly out to save money and needs to stretch their dollar, they tend to be the ones most affected by coupons. Those who are not are more likely to overlook them. And it is in these ways that coupons and other forms of savings advertisements affect a person’s purchasing decisions.