Discount Coupons in Rural Markets

Abstract

Discount coupons are popular tools for communicating messages and promoting products to consumers. In the US, many rural residents receive fewer certificates offering price discounts than people living in urban markets. Five store-intercept surveys in two rural communities were analyzed to learn more about rural coupon users. During the 28-year time span covered by the surveys, coupon use in these communities remained steady. The proportions of heavy coupon redeemers and the amount of active searching for coupons were lower than in national surveys, probably from limited coupon availability. Manufacturers should consider expanding their coupon distribution in rural areas.