Objectives. This study examined the feasibility of using high-value coupons
to induce condom purchase and evaluated execution factors that can influen
ce the effectiveness of this form of promotion.
Methods. Two levels of coupon discount value (10% off and 75% off) were use
d to promote condom purchase among young adults. Coupons were distributed a
ccording to a widespread strategy or a more focused in-store disbursement m
ethod.
Results. Redemption of coupons distributed through the widespread disbursem
ent strategy was negligible. In contrast, coupons from the in-store distrib
ution method particularly the higher value coupon, resulted in a high redem
ption rate.
Conclusions. This research provides strong evidence that discount coupons,
particularly high-value ones distributed at the purchase location, can be u
sed successfully as a condom promotional incentive.