Consumer Willingness to Use Digital Coupons: A Case of Karachi Market in Pakistan

Kazi Afaq Ahmed, Zainab Sarwar


DOI: http://dx.doi.org/10.22555/ijelcs.v3i1.1993

Abstract


The coupon concept since its emergency in 1887 in US as marketing tool has gained lot of popularity in US market and emerged as effective marketing tool in South Asian Market. Unlike Indian and US Markets, the uptake of coupons has been very slow in Pakistan. This study aimed to check consumer willingness to use mobile coupons in Pakistan revealed that the interest and usage of mobile applications is growing with each day. People are willing to convert from traditional to digital platforms, similar to what we have noticed in the secondary research. Hi-Tec HHD devices are expanding throughout along with the usage. This research showed that the people are fond of downloading free mobile apps, which are mainly social, and gaming apps and a very small portion of the audience downloads paid apps (high-end market). It has been analyzed that the 50% of the audience would like to download a paid coupons app, which offers buy one get one free but there is a small portion of the population who is willing to spend Rs.4500 on purchasing the coupons book like Vouch365. There is a great potential for a business in Pakistan for the companies like Entertain Asia to penetrate into the market.


Full Text:

PDF

References


Ahmed, A. (2014). The Modern Era of Coupon Marketing: An Opportunity - Brandsynario. Retrieved from https://www.brandsynario.com/the-modern-era-of-coupon-marketing-an-opportunity/

Ajzen, I. (1985). From intentions to action: A theory of planned behavior. In J. Kuhl & J. Beckman (Eds.) Action-control: From cognition to behavior, Heidelberg: Springer, 11-39.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

Author, G. (2015). Mobile platform to fuel demand for digital coupons in India. Retrieved from https://yourstory.com/2015/12/mobile-platform-digital-coupons/

Bogo. (2018). Buy-One-Get-One Free Vouchers. Retrieved from http://bogo.pk/

Das, U. (2015). What drives the coupon market in India?. Retrieved from https://www.businessinsider.in/what-drives-the-coupon-market-in-india/articleshow/47817169.cms

Dawn. (2015). The rise of mobile and social media use in Pakistan. DAWN.COM. Retrieved from https://www.dawn.com/news/1142701

DealToday.pk. (2018). Bid and Win Great Deals Coupons Vouchers Prizes up to 90 % Discounts. Retrieved from https://www.dealtoday.pk/about-us

Dickinger, A., & Kleijnen, M. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of interactive marketing, 22(3), 23-39.

Experian Information Solutions. (2013). Quarterly Email Benchmark Study: An Experian Marketing Services benchmark study. Retrieved from https://www.experian.com/assets/cheetahmail/white-papers/email-marketing-quarterly-benchmark-study-q1-2013.pdf

hen, L. Y., Guo, C. S., & Gondwe, T. (2016). The effects of E-cash coupons value and consumer involvement on behavioral intentions. Int J Innov Sci Eng Technol, 3(5), 105-112.

Im, H., & Ha, Y. (2013). Enablers and inhibitors of permission-based marketing: A case of mobile coupons. Journal of Retailing and Consumer Services, 20(5), 495-503.

Iprice Team. (2015). A Snapshot Of The Asian Couponing Market. Retrieved from https://iprice.my/trends/insights/a-snapshot-of-the-asian-couponing-market/

Juniper Research. (2018). Mobile Coupon Users to Pass 1 Billion by 2019. Retrieved from https://www.juniperresearch.com/press-release/coupons-pr1

Lootlo.pk. (2018). No.1 Online shopping website | Deals, Services, Products - Lootlo.pk. Retrieved from https://www.lootlo.pk/

Saleh, K. (2018). Digital Coupon Marketing - Statistics and Trends [Infographic]. Retrieved from https://www.invespcro.com/blog/digital-coupon-marketing/

Seaman, P. (2013). Digital Coupon Market Executive Overview. Retrieved from https://www.slideshare.net/patrickseaman/digital-coupon-market

Smith, M. D., Bailey, J., & Brynjolfsson, E. (2001). Understanding Digital Markets: Review and Assessment, chapter forthcoming.

Warikoo, A. (2014). The coupon business is 13.5% of the total e-commerce audience in India. Retrieved from https://www.ibef.org/blogs/the-coupon-business-is-13.5-percent-of-total-ecommece-audience-in-india.

Watson, C., McCarthy, J., & Rowley, J. (2013). Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), 840-849.



Refbacks

  • There are currently no refbacks.

Comments on this article

View all comments


Copyright (c) 2018 International Journal of Experiential Learning & Case Studies

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.