In terms of savings, how do coupons affect overall consumer purchasing choices?

When shopping a consumer might be inclined to purchase a different brand if he or she had a coupon for a different brand then they would normally purchase. Coupons are used to help stretch your budget and save money on purchases. Some consumers that are avid coupon users have been known to save over 50% of their weekly shopping bill, adding up to hundreds of dollars over the course of a year.

If a customer has a discount coupon for Barnes and Noble they would be more likely to purchase from them, thus saving on their purchase. However, if the coupon is for a competitor, if the purchase would get them the same book, just from a different supplier, then a customer would be smart to use the coupon to save the money and purchase from the different supplier.

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