Impact of gender and personality traits on use of coupons

Antonin Pavlicek, Frantisek Sudzina

Research output: Contribution to book/anthology/report/conference proceedingArticle in proceedingResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationKnowledge for Market Use 2017 : People in Economics – Decisions, Behavior and Normative Models
EditorsPavla Slavíčková
Place of PublicationOlomouc
PublisherPalacký University
Publication date2017
Pages753-759
ISBN (Electronic)978-80-244-5233-3
Publication statusPublished - 2017
EventKnowledge for Market Use 2017 - Olomouc, Czech Republic
Duration: 7 Sep 20178 Sep 2017

Conference

ConferenceKnowledge for Market Use 2017
CountryCzech Republic
CityOlomouc
Period07/09/201708/09/2017

Keywords

  • coupons
  • personality traits
  • Big Five Inventory
  • questionnaire survey
  • quantitative research

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