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Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2009
Length: 12 pages

Abstract

The vast majority of research on attitudes toward coupon use and bargain hunting behavior has focused on females. This research addresses the differences between males and females and compares attitudes across age groups. Sample members completed a questionnaire asking about their level of agreement or disagreement with twenty-five attitude statements about coupon use and bargain hunting. The authors found males and females differ in their opinions for just fewer than half of the twenty-five attitude statements. While most consumers see the benefits of using coupons and of bargain-hunting, the majority feels that collecting and using coupons is neither fun nor convenient. A few variations in attitudes are evident between age groups.

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Abstract

The vast majority of research on attitudes toward coupon use and bargain hunting behavior has focused on females. This research addresses the differences between males and females and compares attitudes across age groups. Sample members completed a questionnaire asking about their level of agreement or disagreement with twenty-five attitude statements about coupon use and bargain hunting. The authors found males and females differ in their opinions for just fewer than half of the twenty-five attitude statements. While most consumers see the benefits of using coupons and of bargain-hunting, the majority feels that collecting and using coupons is neither fun nor convenient. A few variations in attitudes are evident between age groups.

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