Impact of gender and personality traits on use of coupons

Coupons are used for sales promotion for over a hundred years. The aim of the paper is to investigate influence of Big Five Inventory personality traits on use of coupons. The latter is measured in two ways - as the number of coupons used by respondents in the last 6 months, and whether they use savings offered to frequent customers (e.g. cards with which they get saving each 10th time they shop). Reported past behavior was used rather than intention to use because it is a more reliable indicator. The research was conducted in the Czech Republic using an on-line questionnaire. With regards to the findings, extraversion has a significant impact on use of coupons in both ways it was measured, and the impact is positive. Moreover, savings offered to frequent customers use significantly more used by women. Gender did not significantly influence the number of printed coupons used.