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Encouraging use of coupons to stimulate condom purchase
D W Dahl1, G J Gorn, C B Weinberg
1Faculty of Management, University of Manitoba, Winnipeg, Canada.
Objectives:
This study examined the feasibility of using high-value coupons to induce condom purchase and evaluated execution factors that can influence the effectiveness of this form of promotion.
Methods:
Two levels of coupon discount value (10% off and 75% off) were used to promote condom purchase among young adults. Coupons were distributed according to a widespread strategy or a more focused in-store disbursement method.
Results:
Redemption of coupons distributed through the widespread disbursement strategy was negligible. In contrast, coupons from the in-store distribution method, particularly the higher value coupon, resulted in a high redemption rate.
Conclusions:
This research provides strong evidence that discount coupons, particularly high-value ones distributed at the purchase location, can be used successfully as a condom promotional incentive.
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