The attitude of the Maltese consumer market towards the collection and use of coupons

Abstract

Purpose: The purpose of this paper is to explore the attitude of the local consumer towards the act of couponing. Design/Methodology/Approach: This research study was based on both secondary and primary data. Secondary data was obtained from books, articles and academic journals. On the other hand, primary data was used to gain a quantitative insight of the Maltese coupon customer through online surveys. The data collected from the respondents was analysed and compared in detail, after which, propositions for further research were developed. Findings: Main findings have shown that the Maltese value hedonic needs much more than utilitarian needs resulting in a high level of social stigma. Further analysis showed that the majority of coupon users were those amongst high-income earners. It is also clear that there exists no coupon culture in Malta, because in general the Maltese rarely use coupons in their everyday life. It turns out that the most used coupon redemption channel was through in-store coupons, whilst the least used coupon redemption channel was that using smartphone coupons. Research Limitations/Implications: The main research limitation was that there is complete lack of data about coupon usage in Malta. Another limitation was that since coupon usage is low in Malta, some of the respondents might have not been familiar enough with the concept of coupons. Practical Implications: The study concludes with a detailed analysis of the drivers that motivate consumers to use or not use coupons. Therefore, this research should be used as a recommendation to assist all those local industries operating in the coupon sector. Originality/Value: From paper coupons to digital coupons, coupons have revolutionized the customer’s shopping experience. In fact, the coupon industry has grown rapidly worldwide, as well as locally, and has aided many businesses in their marketing strategies. This paper studies this evolution and puts forthmotivators that encourage or discourage local consumers to engage with coupons.