THE DETERMINANTS OF COUPON USAGE

This paper uses a large sample of survey data to investigate the empir ical determinants of coupon usage. The broad set of control variables allows for comparisons of the relative importance of individual determ inants and groups of determinants. We find that the set of variables m easuring consumer shopping habits and attitudes explains more of the v ariation in coupon usage across households than the group of socioecon omic and demographic variables. However, the latter variables are join tly significant, and their estimated coefficients have the expected si gns.