The moderating role of digital coupon vehicles and expiration dates on purchase intent

Abstract

Marketing has become one of the main tools for retailers’ success. Among their marketing strategies, promotions have been proven to increase purchase intent and, thus, to boost sales. However, times are changing in a fast manner due to technological advances. Hence, the digital world is becoming more advanced and consumers are getting more and more interested in obtaining product’s information and promotions online. Owing to that, and to the fact that the retailing world is full of competition, retailers need to adjust their strategies to guarantee they remain afloat. Therefore, the purpose of this dissertation is to study the effect of different couponing promotions on consumers’ purchase intent. The study will be focused on Laundry Detergents and Ice Creams and both monetary and non-monetary coupon promotions will be studied. The dissertation methodology was derived from both secondary and primary data; being that the first is composed by renowned journals’ findings and the second is resulting from an online survey. Results obtained through the data do indicate that there is a dependency of purchase intent on coupon promotions. This relationship is also verified to be moderated by the effect of the different digital coupons studied – mobile phones and email coupons – and by the length of coupons’ expirations dates.

Date of Award	22 May 2018
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)