Dahl D W, Gorn G J, Weinberg C B
Faculty of Management, University of Manitoba, Winnipeg, Canada.
Am J Public Health. 1999 Dec;89(12):1866-9. doi: 10.2105/ajph.89.12.1866.
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.
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.
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.
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.
本研究探讨了使用高价值优惠券促使人们购买避孕套的可行性,并评估了可能影响这种促销形式效果的实施因素。
采用两种优惠券折扣水平(九折和二五折)来促进年轻人购买避孕套。优惠券通过广泛发放策略或更有针对性的店内发放方式进行分发。
通过广泛发放策略分发的优惠券兑换率可忽略不计。相比之下,店内发放方式的优惠券,尤其是高价值优惠券,兑换率很高。
本研究提供了有力证据,表明折扣优惠券,特别是在购买地点发放的高价值优惠券,可以成功用作避孕套促销激励手段。