Impact of Coupons on Buying Behavior of Customers at Supermarket

This study aims to identify the impact of coupons on the buying behavior of customers at supermarkets, with a focus on JTA Supermarkets. The research question is 'What is the impact of coupons over the buying behavior of customers at supermarket?' The study explores the process of social research, criteria and limitations of research design, criteria for reliability and validity of research data, and the relationship between philosophy and methodology within research texts. The research design chosen for this study is experimental. The study also discusses the qualitative-quantitative debate in social science research.

UNIT BA605:Research project

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1. Identify a research question.................................................................................................1
1.2. Process of social research.....................................................................................................2
1.3. Criteria and limitation of research design............................................................................4
1.4. Criteria for reliability and validity for the measurement of research data...........................5
1.5. Relationship between philosophy and methodology within research texts.........................5
2.1. Explicate the qualitative-quantitative debate of social science research..............................6
2.2. Explore the nature of pluralism in research methodology...................................................7
2.3. Describe the qualitative approach to research design..........................................................8
2.4. Describe the quantitative approach to research design........................................................9
2.5 Suitable approach to design research proposal...................................................................10
3.1. Perform literature review...................................................................................................11
3.2. Sample of data from the findings.......................................................................................18
3.3. Suitable methods and statistical techniques to analyse data..............................................18
3.4. Data and information from findings in suitable format to produce results........................20
3.5. Conclusions and recommendations from research findings...............................................21
4.1. Ethical issues of data handling...........................................................................................22
4.2. Guidelines for handling missing data while conducting research......................................22
4.3. Critically review the importance of referencing system while recording data..................23
4.4. Challenges and responses of handling social science data.................................................23
REFERENCES..............................................................................................................................24

TITLE: To identify the impact of coupons over the buying behaviour of customers at
supermarket. A study on JTA Supermarkets.
INTRODUCTION
Consumer behaviour is study of the people, groups, firms and all activities related to buy,
use and also disposal of products or services. This process many be consists consulting the
search engines, engaging with the posts on social media and variety of the other actions. This is
necessary because this way the marketers can be understand what they are mainly influence the
buying decisions of consumers. Through understanding how the customers decided on goods
they can fill gap in market and also determine what they are required and goods which are
obsolete. Coupons have significant impact on the buying behaviour of customers as it is one of
the effective way of promotion and enhancing sales. The customers enhanced use of the coupon
as cost saving measure in economic environment (Aithal, 2017). JTA Supermarkets Limited is
chain of the supermarkets in Trinidad and Tobago. It was founded in year 1988 by Carlton K.
Mack. This organisation has shops in the Carlton Centre, Cross Crossing, Corinth and Couva and
Marabella. Providing coupons to the customers is one of the effective way to attracting them
towards buying the products and services and also make them loyal towards company
effectively. This develops the impact on the buying behaviour of consumers effectively.
1.1. Identify a research question
Research questions is question that research project is mainly sets out to be answer.
Selecting research questions is necessary components of qualitative and quantitative research
both. Research will needs collection of data and analysis, and methodology for widely use. It is
necessary that research question should be focused, feasible, specific, complex, relevant and
researchable. It helps the writers to focus on an investigation through giving path by an
investigation as well as the writing process. Specificity of well developed research question
assist the writers to neglect all about the paper and work for supporting particular and arguable
research (Basias and Pollalis, 2018).
The research question for present investigation is “What is the impact of coupons over
the buying behaviour of customers at supermarket?”

1.2. Process of social research
Social research is method that used through the investigators to learn regarding societies
and people so that they can able to design services or products that cater different requirements
of people. Social research is helpful in providing the accurate as well as timely information on
requirements, motivations and attitudes of population. The social research includes the many
stages and it is necessary for an investigator to select topic to research and after then familiar
with the prior investigation on topic (Daniel, 2018). Once the appropriate information and data is
collected or analysed, an investigator can draw the valid conclusions. Different stages included
in the social research process mention below:
(1) Formulation of Research Problem
At starting stage, an investigation starts with issue that requires the proper solution. Such
perception on part of an investigator, falls within general interest area that indicating to locate
issue either in quest of some of the intellectual pursuit. While choosing research issues for
conducting investigation, researcher is likely to be impacted through personal values and social
conditions. Researcher varied with context to societies as well as values differ in context of
preferences of various spheres, topic choice on the social investigation is widely. On the other
hand, as issue consists some complexities experienced through a researcher, developing issues
should make its different components explicit in a way that this will justifying saying that issue
is to be half solved (Fletcher, 2017).
(2) Review of Related Literature
Literature review is one of the main part of research. Effective investigation depends on
the past knowledge, researcher should take the benefits of knowledge that have been
accumulated or preserved earlier. This is not assist an investigator in neglecting the duplication
as well as developing the useful hypothesis but gives with evidence that it is familiar with
already known. Literature review implies summary analysis of identified authorities and earlier
investigators in specific area. Necessity of literature review remains in fact that this gives an
investigator with indication of direction, update the information related to problem, neglect
replication of study findings, gives scope for the analogy and also hypothesis formulation (Hay
and et. al., 2019). Objective of the literature review is to provide the theories, neglect the
overlapping studies, source for the formulation of hypothesis, recommend data collection
methods, able to researcher for gaining expertise in interest area and keep an investigator abreast

of recent development on activity area. Main source of the literature review is immense use for
an investigator are text books, hand books, abstracts, theses etc.
(3) Formulation of Hypotheses
It is related to formulation of tentative explanation of issue in form of proposition. This
tentative assumption is related to conjectural statement of relation among the two or more than
two variable and its tenability remain tested. For developing hypothesis, an investigator collects
information from many sources like existing theories, getting information from the knowledgable
person, past research report that is related to analogous issues, insights and beliefs of an
investigator etc. At this level, hypothesis formulation, there is a requirement to an investigator to
state operational explanations (Haydon, Browne and van der Riet, 2018).
(4) Working Out Research Design
After developing research issue, reviewing literature review as well as hypothesis
formulation, an investigator reached embarking stated on working out study design as guided
though maxim. In regards to this, research design is blueprint for gathering and also analysing
data that incorporating what an investigator will perform from developing tentative the
generalizations. It vary on the research purposes and from point view the realizable working
process. On the other hand, through providing the answers to different questions, this assist in
carrying an investigation objectively, economically, validly, accurately and assures against the
failure. The research design is vary on the basis of purpose of an investigation and from
viewpoint of the reliable working process (Wiek and Lang, 2016).
(5) Defining the Universe of Study
This comprises all items under the consideration in any area of the investigation.
Population or universe is related to aggregate if the person from which sample is mainly drawn
and to which outcomes are applied. Investigator may be differentiate among survey population
and target population to explain clearly universe of the study. Other than this, survey population
implies to those which are included in sampling frame from which sample is to be developed
(Kumar, 2019).
(6) Determining Sampling Design
In practice full full enumeration of all items is not to be possible in several circumstances
because of need of better time deal, energy and money an investigator embarks on deciding way
of choosing representative sample that is known as sample design. There are three different kinds

of the sampling like probability samples, samples on the basis on judgement and mixed
sampling.
(7) Administering the tools of Data Collection and Others
Appropriate and accurate data are needed for Stoddard research work. In regards to this,
data may be varied in keeping view financial aspect, the time and some other resources which
available to an investigator. While gathering data that takes into the consideration investigation
natures, inquiry scope and investigation. On the other hand, secondary data are mainly gathered
from the journals, newspapers and books. The primary data can be gathered by using the
observation and survey (Mohajan, 2018).
(8) Analysis of Data
After gathering data, an investigator embarks on data analysis. It consists number of the
operations like establishment of the category, application of the these categories to the raw data
by tabulation and coding.
(9) Testing of Hypotheses
Sociological studies do not generate data that to be confirm original hypothesis. This is
refuted and investigator should reformulate conclusion. Researcher can test hypothesis through
developing some behaviour sample to observe this directly (Wang and et. al., 2019).
(10) Generalization and Interpretation
After hypothesis is valid and tested, this is possible in researcher part to reach
generalization stage that may be constructed to be real research value. This is possible in case of
the study of hypothesis.
(11) Reporting the Research
It is end of research that provide account of long journey on finding path new knowledge.
It is technical tasks to writing report as this needs not only the skill on part of an investigator but
considerable efforts, penetration and efforts (Murshed and Zhang, 2016).
1.3. Criteria and limitation of research design
Research design is related to overall strategy that select to be integrate various study
components in logical manner. It is helpful in ensure to address research related problem
effectively as this constitutes blueprint for gathering and data analysis. There are three different
kinds of research design like exploratory, experimental and descriptive. In conducting the present

investigation, there has been experimental research design chosen. This is related with
constructing an investigation that is causal validity.
The limitation of research design is that it is more subjective because of human error
possibility. It is mainly the time consuming process and may be arise the ethical issues with the
variable control. On the other hand, participants can be impacted through present situation. The
human error is not confined to investigators. In regards to this, participants in experimental
research study can impacted through the extraneous variables (Ndlovu-Gatsheni, 2017).
1.4. Criteria for reliability and validity for the measurement of research data
Reliability and validity both are the concepts which mainly used to examine research
quality. They are indicate how well techniques, methods or test to measure something. In regards
to this, reliability is related to consistency for measure and the validity is all about accuracy of
measure. For an investigator, testing validity and reliability of data is necessary for an
investigator because this assist them in achieving the valid outcomes (Ulmer, 2017). On the other
hand, questionnaire is necessary instrument for collection of the reliable as well as valid data
effectively within minimum time period. In regards to this, there are various pays for analysis of
reliability and validity of research area. These are the independent sample T test, correlation and
Frequency analysis. These all are the useful as well as necessary for researcher to analysing
validity and reliability of information within less period of time.
1.5. Relationship between philosophy and methodology within research texts
Research philosophy- It deals with nature, knowledge development and source. The
research philosophy is related to the belief regarding ways under which the data concerned with
phenomenon should be gathered, examined and also used. Addressing research philosophy in the
research consist being aware and also formulate assumptions. Interpretivism and positivism are
two different kinds of research philosophies. In conducting present investigation, there has been
positivism research philosophy used as it is based on the quantitative method and helpful in
examining the opinions and viewpoint of the authors (Papachristos, 2018).
Research methodology- It is concerned with particular techniques or procedure that
mainly used to determine, choose and also examine information regarding the topic. It permits
reader to evaluate critically about overall validity an also reliability of study. It is the
responsibility of an investigator to choose the right methodology for conducting an investigation.
There has been qualitative and quantitative two different kinds of research methodology. In

present research, there has been quantitative research methodology chosen as it is more effective
in collection and analyse the data. This method permits in collection of the information from
large sample size.
Relationship among research philosophy and research methodology- In this, there is
positive relationship among research methodologies and philosophies. The research philosophy
is mainly use for collecting and analysis the quantitative or qualitative information. On the other
hand, research methodology is necessary for a researcher as this will help them in gathering and
also examining quantitative inform. There has been positivism philosophy and also quantitative
research method used because they have the positive relationship and also helpful to researcher
in gathering and measuring the statistical information (Taherdoost, 2016).
2.1. Explicate the qualitative-quantitative debate of social science research
In this, investigators mainly handle the many issues and then apply the research methods
in order to obtain better guess answers related to questions. They mainly use single study or the
combination of the two designs. It is necessary for an investigator to decide regarding types of
the research forms chosen (Bairagi and Munot, 2019). Mainly the qualitative and quantitative are
two different methods of research. In regards to this, methodological issue in the sociology with
arguments for as well as against fundamental distinct among sociologies arising from among the
epistemological positions. The two different research methods are mention below:
Quantitative research- This is systematic examination of the social phenomenon using
the statistical models in order to develop, refine and accumulate scientific knowledge base.
Quantitative research provides the generalizable findings and characterized through hypothesis
testing. It is concerned with type of investigation that mainly based on methodological principles
related to positivism and the neo- positivism that adhered to standards of strict research design
which created prior to actual investigation. This is mainly applied for the quantitative
measurement and the statistical analysis is also used (Baron, 2019).
Qualitative research- It is type of the social science investigation that gathers non-
numerical data and seeks to be interpret the meaning from data that assist to understand social
life by examine about targeted populations. This kind of the investigation has appealed to the
social scientists because this permits an investigator to research meaning people that attribute to
actions, behaviour etc. The qualitative research is mainly designed to reveal meaning that
informs actions that typically analysed through the quantitative research. So the qualitative

investigators investigate the meaning, symbols, interpretations and process of social life (Brown,
and Tidy, 2019).
Difference among qualitative and quantitative research
Qualitative research Quantitative research
It is mainly used the inductive process to
develop hypotheses or theory.
The deductive process is mainly used to test
the pre- specified concepts, hypotheses and
constructs that developed theory.
The time expenditure device on end of
planning and also heavier at the time of
analysis phase.
There is a heavier time expenditure on
planning phase and it is lighter on analysis
phase.
It is various info are mainly taken on various
depth level.
This is required to use the representative
samples.
It can be reliable and valid means based on
skills of investigator.
It is based on instrument used and
measurement device.
It provides the in-depth information on few
cases.
There is less- depth but the more information
across more cases.
In conducting the present investigation, there has been quantitative research uses as there
is numbers and statistics generated from the surveys. With the help of using quantitative
research, investigator uses numerical data to provide investigation. Other than this, quantitative
research mainly uses deductive approach that means this goes from general to specific from
theory to particular conformation that requires to be proven. An investigator is objective observer
that the participated in nor the influences that is being studied (Charteris and et. al., 2020).
2.2. Explore the nature of pluralism in research methodology
Methodological pluralism is explained as investigators using wider range of the methods
in similar investigation. This permits for the triangulation where quantitative and qualitative data
that can be developed to enhance reliability and validity. This consists finding the value in
variety of the information sources consisting believing that no method of research is superior
than other. It is thesis that use not only theoretical models but also many methodological

approach in scientific practice is to be legitimate (Chun Tie, Birks and Francis, 2019). On the
basis of pluralists that there is no approach that can be rules for the better. For an instance,
research program is interested in search of the new phenomenon and counter inductive approach
that many successful. This does make choice context- sensitive and better deal with complex
than similar rationalists imagine.
There has been the more support in different quarters for the pluralism of indeed this
volume that contain arguments specifically for the methodological pluralism. Meaning of the
pluralism varied because of differences that underlying framework and also partly in context to
level that it refers. On the other hand, methodological pluralism is understand as well as
recognition of the other methodologies than own preferred. Various approaches are categorised
on the basis of attitudes to the pluralism at various levels. Other than this, there are some people
are in position to use the methodological pluralism. They have knowledge, time and interest to
examine the many methodologies. Under this situation, several attempt to be combine the aspects
of various methodologies that result in random approach (Clough and et. al., 2020). In context to
this, random aspect of altering prescribed methodology. There are some complexities arising that
the wholesale acceptance of method without including alternatives that result in less arbitrary.
Changes might make to methodology that should be better reasoned modifications. This do not
follow which something the random outcomes. The pluralism is opposite to the reductionism in
order to express contrary view that some of the natural phenomenon can not explained through
single theory.
2.3. Describe the qualitative approach to research design
The qualitative research is explained as market research method focused on obtaining
data by conversational as well as open ended communication. It is related with interpretive
philosophy because there is a need to investigator to make the sense of socially constructed and
subjective meanings expresses regarding phenomenon that is being studied. Such investigation
referred to as the naturalistic when an investigator require to be operate within natural setting to
develop participation trust, in- depth understanding and access to the meaning. In regards to this,
qualitative investigation may be used with in the pragmatist and realist philosophies. This kind of
the investigation seeks to tell story of specific experiences in own words and focus on the
narrative (Domple, 2019). The qualitative research is mainly deigned to reveal perception as well

as behaviour of target audience in context to specific subject area. It is originated in behavioural
and social sciences. This makes easier to understand that this is descriptive and communicative.
Approach to the theory development
Theories are mainly developed to define, predict and also understand the phenomena in
several cases in order to challenge as well as extend the existing knowledge with in limits of the
necessary bounding assumptions. Theoretical framework is structure which can support or hold
theory of research study. In context to this, several varieties of the qualitative research with the
inductive approach to the theory development where emergent and naturalistic research design is
mainly used to develop theory or develop richer theoretical perspective than the exist in
literature. Some of the qualitative research strategies begin with deductive approach, to test
existing through using the qualitative procedures (Flick, 2020). More qualitative investigation
uses abductive approach related to the theory development where the inductive inferences are
mainly creative as well as the deductive ones are mainly tested throughout investigation. Other
than this, research design is research method that mainly used through investigators studying the
opinions, motivations and human behaviour. With the qualitative methods which are assumed to
be less rigorous than the quantitative ones that fact is that the information of kind can give in-
depth understanding regarding phenomena which can not attained in some ways.
Characteristics of the Qualitative research design
Qualitative research design may use single technique of data collection for an instance
semi-structured and the corresponding qualitative analytical process. It is known as mono
method qualitative study. It may use more than the single technique of qualitative data collection
the analytical procedure. It is known as multi method qualitative study. This enables qualitative
investigator to study the complex phenomena or entities in way that retains meaning and holistic.
Main purpose is to tackle research objectives from all methodological sides. Qualitative research
is related with variety of the strategies. While these share the epistemological and ontological
roots as well as common characteristics (IGrace and et. al., 2020). Each strategy has particular
emphasis and also specific procedures set. Some of the principle strategies used with the
qualitative investigation are case study approach, action research, grounded theory, narrative
research and ethnography. These all the strategies can used in quantitative research design.

2.4. Describe the quantitative approach to research design
The quantitative research are mainly used the deductive logic under which an investigator
begins with the hypothesis and then gather data that can be used for identify whether the
empirical evidence support that the hypothesis is exist. It needs the numerical information in
variable form. This is mainly related with the positivism approach and used with the
predetermined as well as better technique of structured data collection. Distinction requirements
to be developed among data regarding people attributes, company and other things on the basis
of opinion. In this manner, some of the survey research while conduct in quantitative manner
many be seen partly with interpretivism philosophy (Higashi, L. and et. al., 2020). The
quantitative research can be used with pragmatist and realist philosophies.
Approach to the theory development
The quantitative research is related with deductive approach where focus is to using the
data and information in order to test the theory. This may incorporate inductive approach where
the data used to develop the theory. Under this, investigator test the theories as provide the
description for answers to questions. In this, research section might be devoted to the pre-
senting theory for study (Hirschhorn, 2019).
Characteristics of the Quantitative research design
It evaluated the relationship among variables which numerically measures and also
examined by using range of the graphical and statistical techniques. This incorporates the
controls to assure data validity as in experimental design because the data are gathered in
standard way and this is necessary to assure that the questions are clearly expresses so that can
be understood in similar manner through every participant. The quantitative methodology uses
technique of probability sampling to assure the generalisability. An investigator is seen as the
independent from being investigated. On the other hand, quantitative research design may use
single technique of data collection for an instance questionnaire (Jessee, 2019). There has been
mono method used because there is single technique used through an investigator in collection of
information and analyse it. The goal of conducting the quantitative research is to determine
relationship among one thing and other within population. Experimental and descriptive are two
different quantitative research design. Its focus on unchanging and numeric data and convergent
reasoning than the divergent reasoning. Other than this, outcome of the quantitative investigation
is examined through statistics in order to get the unbiased outcomes. Result of the quantitative

research method is reliable and there is less chances of getting the wrong or vague information
from chosen participants.
2.5 Suitable approach to design research proposal
The quantitative and qualitative are two different kinds of research methods. In
conducting the present investigation, there has been qualitative research method used as it
provides the detailed description as well as analysis of specific subject area. Quantitative
research method is mainly carried out an in- depth investigation that is free from the answers
from chosen respondents either in individual. This method is mainly used for understanding the
perception and views. This provides the visions to various issues and assist in developing the
theories and concepts for quantitative research. With the proper analysis to look deep in to issue,
qualitative research approach assists to search the new thoughts as well as individual views. The
main focus of qualitative research is on words rather than the numbers. Its methods are
exploratory that seek to unearth opinions, feelings and thoughts of respondents (Kumar, 2019).
This is commonly use to assist to inform the new theories and concepts. This research method is
excuse to sloppy as this avoid the numbers and opinions. In regards to this, quantitative method
has equivalent validity and reliability concepts. In this, common assumption is that knowledge is
subjective than the objective and an investigator learns from participants to understand meaning
of lives.
3.1. Perform literature review
Literature review provides theoretical and context framework for investigation. The
purpose of literature review is that it determines areas of the previous scholarship in order to
prevent the duplication and also provide the credit to other investigators. It place work in relation
to contribution to understand issue related to research that is being properly studied. For
collection of information in literature review, there has been secondary sources considered such
as articles, journals, books and others (Luo and et. al., 2019).
Ways to develop coupon strategy for business
On the basis of Adebisi Adewusi (2020) it has been stated that Coupon is marketing
strategy that takes benefits of customer interest in saving the money on buying. Presenting goods
to customers for minimum that regular cost could have impact on the loyalty as well as
satisfaction of customers. For an organisation, coupon strategy is helpful in attracting the
customers and also sustain them at marketplace for longer time period. Other than this, some of

the retailers add the coupons as well as discounts in to marketing strategies to enhance the sales
conversion and customer loyalty. The online shoppers know to deals as well as use the coupons
in the conjunction with the other offers and also the cash back discounts to enhance savings. 92%
consumers use the coupons and 67% have made unplanned purchases on the basis of solely
searching coupon (Karpyn and et. al., 2020). Despite continued importance to the many verticals,
company can not use the old coupon strategy in order to reach at present customers. It has been
found that 57% shoppers say that they would not made purchase without coupon and other than
this there are 91% of the coupon redeemers say that they will visit retailer again after being
provided coupon. In context to JTA supermarkets, it provides the coupons and also special offers
to their clients so that they can be attracted towards purchasing of products and also be loyal
towards company. There are some ways given below to develop coupon strategy for business:
Make compelling offer- No matter how company structure its offers, always remember
that coupon is valuable if this is relevant and beneficial to consumer. This is necessary to
conduct an investigation and understand market before launching coupon strategies in an
effective manner. Since the main is to influence behaviour ultimately, this is getting the clients in
door or incentivizing them to be more spend. Offer of an organisation should aligned with
outcomes that seeking. For an example, most of the sales are in- store and want to enhance the
online orders. It is necessary to consider the free shipping or coupon code at checkout for the
order of first time (Vadiveloo and et. al., 2020).
Distribute by different channels- Coupon that is more complex to search is not the better
marketing strategy. Mainly, coupon should search its potential consumer not other way around.
For an instance, to leveraging the print media and websites, it is necessary to including the target
consumers by direct main, social media or email campaigns. This will assist to cast wide net
while staying the top of the mind with those people which are not searching actively for deals as
well as discounts.
Use single-use promo codes and coupons- The traditional coupon strategy is limited
through how they are set up from start. Coupon requires to determining the promo codes.
Standard way to do it is to develop set of the generic promo codes for all coupons. Generic
promo code is simple but this bring more obvious risks. In regards to this, standard way to do
this is to develop generic promo codes set for all coupons. Generic promo code solution is simple
but this brings the obvious risks. If code is online shared or end up on voucher websites more

people will end to getting discount than intended initially. It aim is to attract the new consumers,
it might is more effective or beneficial. This limits type of the promotion that can provide as well
as damages ability to use promotions to develop the incentives that aims at developing loyalty of
customers, turn the existing consumers in to brand evangelists (McColl, Macgilchrist and Rafiq,
2020).
Personalise coupons- This is not enough to provide the customers discounts and
promotions. The customers are expect the deals and also offers to personalised and provide them
more what they want from business. Around 79% customers stated that they are likely to
enhance with the brand providing discounts if they tailored to past interactions with brand. 43%
shoppers are actively want to share the personal data with the brand to save money. When this
comes to the personalisation, company should be careful. While this is clear that some
personalisation level is needed, company should be avoid letting the consumers know that they
are the data mining them. Aim of the personalisation is to make consumer feel like they are
providing them exclusive. In regards to this, single use promote codes make it simpler,
permitting to tailor discount level or promotion type in order to match past habits. If the
consumers feel values, they will likely to be respond.
Create sense of urgency- When customers feel that they have all time in world, they are
not likely to take the action where they send them coupon code. They will wait as they get paid
to find the reason about not to buy. Urgency market is about reminding shopper that time they
have limited time. It permits the company to convey more people in to buyers when and also
grab their attention also. This brings added advantages of developing value in to proposition. The
urgency marketing that have been provided them deal of lifetime with promotion and act quickly
before change mind. These promotion types are specifically better way to get the consumers off
fence (Khan, Tanveer and Zubair, 2019).
Customize coupons- Coupons are better way to advertise business to assure to consist
logo of company as well as photos which catch the attention of people. In regards to this,
potential consumers are likely to notice the coupons of they are the visually appealing. If
company working with the limited budget then there are several online tools that permit to
develop the professional looking designs. In regards to this, company can hire freelancer or
graphic design to take ownership of project.

Appeal to the unique customer segment- While main goal is to attract the new
consumers, coupons do not require to be one time deal. The coupons can used to develop the
loyalty through providing the past consumers periodic promotions and discounts. Email is one of
the effective tool to target the consumer segments with particular offers. For an instance,
company can rewards better consumers or entice customers which they have not seen to while to
back through providing them the exclusive promotions (Nguyen, Emberger-Klein and Menrad,
2019).
Set deadline- In context to marketing company, coupon strategy should consists call to
action. It is necessary to see the outcomes if they develop urgency sense. Instead of providing the
recipients open time frame to use coupons, designate expiration date. It is necessary to assure
that date should be clear and do not want to be disappoint the potential consumers or lose
business through rejecting coupons when they mainly attempt to use this.
Employ single use coupons- Instead of the standard discounts that the consumers can
reuse the many time, opt for the single use coupons that permit to send the targeted offers.
Company should keep the two things in mind such as provide the high value coupons and take
steps to overuse prevention. In context to provide the high value coupons, customers mainly
prefer the single use high value of coupons over less value varieties they can be used in several
times. If highlighting percentage discount, set less order value. Use the analytics in order to gain
deep understanding of cost elasticity of consumers, which determine idea offer value for coupon
and assist to avoid the over discounting (Violante, Vezzetti and Piazzolla, 2019). On the other
hand, block use of the extra coupon copies through consisting the randomised codes and also
assuring the expire of coupons on all the devices and coupon once they have been used. Make
availability if discount link to consumers which have come by predetermined flow.
Do not provide several deals- The coupons are the better way to keep consumers
satisfied. There is no need to provide the several discounts that they never pay the full costs. If
company get used to frequency of offers, coupons that arrive consistently monthly or weekly,
they may be wait until next promotion to purchase. When company send out the coupons, let the
buyer know about unique opportunity.
Benefits company can get from providing coupons to customers
According to Nina Angileri (2020) it has been stated that 91% consumers redeemed
coupon with retailer that intended to revisit the brand again. According to 62% customers that

they would like to be share the localised deals with the friends and 62% stated that coupons add
the more value to shopping experience than the mobile marketing. For an organisation, coupons
will drive the consumers to business. Offering the discounts on promotion is one of the effective
way that people draw into store. Anytime, company can tell the consumer that they can save
money but want to get attention. From enhanced sales to the improved reputation, discounts may
be one ingredient that make the business successful. In creation of coupon, expiry dates are more
important. In regards to this, time limits on the coupons should not short since some of the
consumers will require service or product in small time period. They should not be extended
longer because it would defeat purpose to attracting the consumers with limited time offer.
Coupons tend to be work for the local deals at product oriented and location based businesses.
There are several ways which they can distributes and advertised (Akram and et. al., 2020).
Websites, social media sites, print ads and QR codes all are the effective distribution channels
but the delivery method vary through the target market and audience. Business should be test to
find out about the methods that work effectively for consumers. In today's business world,
benefits of coupon is to develop the better customer base. The coupons can be necessary part of
the social media marketing that provided to use them strategically. Basically, coupon is promise
that business makes to be the prospective consumers that they will buy the services or products
for less than the other businesses. In regards to this, consumers are looking for the better deal
that can search as well as providing the coupons that can be better way to assure to stay ahead
competition. Other than this, coupon are easier to be track so they can count number of the
people which redeem specific offer. The financial system of company should permit to calculate
more money and coupon consumer has spent consisting value of coupon and additional purchase.
In longer context, better customer database should let to track how the coupon consumers visit
business again (Xu, Widjaja and Ferguson, 2019). There are some benefits company can get
from providing coupons to customers mention below:
New customers- In this, coupon marketing is effective to attracting the new consumers
who can enhance sales. Once new consumers visit business, they have better opportunity to be
turn them into repeat consumers. Repeat customers is fare more to company than first visit. On
the other hand, coupons can make this easier to stimulate the people to try goods before they
purchase at full cost (Gopalakrishnan and Park, 2020).

Easily measured effectiveness- While loss of the profit is certainly cost, this is easy cost
to be measure as well as gauge against promotion success. Company can use numbering system,
scanning apps and online tracking in order to keep the accurate count. The POS system tracks
automatically, permitting to access the sales report in detailed manner. Coupon run by point of
sale of company permit to see how many people reached, estimation of sales and spent additional
money during time of customer in store. It will helps in make improvement in the future
promotions (Wang and et. al., 2019).
Pick product strategically- Like the promotion, there is an opportunity to encourage the
consumers to buy goods that would not purchase. Company can choose the goods with more
profit margin in context to reduce losses at the time of promotion. In regards to this, overstocked
the items of the slow movers work in better way. The promotion will get out door and assist to
manage inventory. It is necessary to stay away discounting best sellers (Ghose, Li and Liu,
2019).
Attracting New and Repeat Customers- Chris Miksen (2020) stated that people prefer
buying things on the sale, discounts serve as plot to attract the large number of people to store. If
discount is better for some days then mention that when to advertise discounted items. People are
likely to be rush in and also look around if they know that they have few days to do. The
company will experience traffic, so there is a requirement to scheduled more staff members at
discount period to make the service smooth.
Enhance reputation- Business that mainly provide the discount to the certain group of
the people is one of the effective way to improve reputation. When company gives the discounts
to customers who are in complex situations or may have the financial troubles from lack of the
income that business hows this is making effort to assist people. Several customers regards the
businesses as money hungry so deviation from that the perception can improve the reputation or
image (Alhudaithy, 2019).
Enhance sales across brand- With the enhanced traffic that mainly enhanced the sales
not discounted items. The discounts attract the people more, they have the potential purchasers
for the other products in stores, as many people will be look around to see before making buying
decisions (Venterea and et. al., 2020). For an example- If clothing store discounts jeans
collection, people will go to the store for discount but may purchase other items of clothing or
accessories like shirts, belts and jackets.

Target specific audience- The coupons can target easily exact consumer they want to be
reach mainly use the third party site. Many of the offer tools which filter the recipients through
interest and location. It reduces wastage of money and time. There is a need to examine the
various strategies for attracting the new consumers. It is necessary to reach both the audience but
in various ways and with the different offers (Costacurta, 2019).
Profit- While several coupon provides run at financial loss for business, as per the
marketing experts that this is possible to run profitable coupon offer if they conducting right
business. If company have the minimum or fixed cost structure, they many able to enhance the
number of customers without enhancing costs (Vasiliev, Goryachkina and Budnikov, 2020).
Control Timing- Under this, coupons permit to control how long deal lasts. Based on
goods and sectors, some of the deals are better as quick the short term provides while the others
are left available for long time period. Make this particular and urgent and wider sales that last
for long do not encourage or motivate the repeat shoppers (VanKooten, 2019).
Cash Discounts Save Money- In context to more sales, discounts may assist business to
save the money if discount consists the payment method. Debit and credit cards result in the
extra fees to the process, meaning loose money in comparison to the cash transactions. Through
providing small discount to consumers which pat with the cash instead of the debit or credit that
assist consumers and business both (von Mutius and Huchzermeier, 2020).
Influence of coupons over purchasing behaviour of customers at supermarket
Somjit Barat and Lilly Ye (2015) stated that Coupon has been used through marketers as
necessary promotional tool in several customer product categories. In past years, customers
enhanced use of the coupons as cost saving measure in turbulent economic environment. Use of
coupon set new record, as the customers redeemed coupon. It has been used as necessary tool in
the marketing campaigns and the promotional campaigns which featuring the retailer customized
coupons and enhancing to build the loyalty of customers. The coupons develops positive impact
on buying behaviour of the customers at supermarket. This helps in attracting the customers and
enhance the customer base at market place. As per the study revealed that the coupons have
notable influence as 45% of the shoppers claimed that they mainly loaded the coupons to loyalty
cards up from the 37% in year 2016 and regular loaded load to Card coupon users, there are 90%
which said that coupon changes behaviour (Snyder, 2019). In regards to this, being over-
committed and time shaped, shoppers are consistently and careful planning shopping trips when

they are mainly going for the groceries. It can enabled through enhancing the availability of the
digital coupons shoppers which are using the digital coupons in order to decide what makes lists
and also protect budgets. On the other hand, coupons have the more impact on behaviour of
buyers.
As contrary to this, Cara Salpini (2020) stated that 72% coupons are used in year 2016
which impacting the behaviour of shopper mainly through encouraging consumer to purchase
specific item or provided goods. Marketers are striving constantly to search the new information
regarding wants and needs of customers. Company can be tailor the direct marketing offers to
consumer behaviour to big impact. Coupon websites have the better customer database that
sorted on the basis of consumer location. The offer of company will be go out to the subscribers
in area, advertising business to large local audiences. In regards to this, local consumers are
likely than the others to be visit business and repeat customers (Te Ava and Page, 2020).
3.2. Sample of data from the findings
Sample is group of the people, items and objectives which taken from large population
for measurement. This should be the representative of population that assure to generalise
findings from research sample to population as whole. The research questions will need sample
data in order to generalise the statistically regarding all cases from which the sample has been
chosen. There is a need to select sample as for research questions, this is possible to gather the
data from whole population as this is manageable size (Luo and et. al., 2019). The benefit of
sample is that it makes possible overall accuracy than census. Gathering data from the some
cases means that researcher can gather information in detailed manner. There are probabilistic
and non- probabilistic two different sampling methods. In conducting the present investigation,
there has been probabilistic sampling method chosen as use of random method because this
removes biasness and provides the equal chance to all chosen respondents. With the help of
using random sampling method, there has been 80 respondents chosen who are the customers
(Smith, 2019).
3.3. Suitable methods and statistical techniques to analyse data
Quantitative data is explained as primary and secondary data and range from the simple
counts like frequency of the occurrences to complex data like test scores, rental costs etc. There
has been quantitative method used because the quantitative data in raw form means before these
data have been analysed and processed, it is necessary to convey less meaning to people. There is

a requirement to processes to make useful or turn into the information. In regards to this, there
has been SPSS statistical technique used. It consists like graphs, table and statistics that permits
to for it helping to explore, define and examine the trends or relationship within data. The
quantitative analysis is range from developing the graphs and simple tables which shows
occurrence frequency and also using the statics like indices to enable the comparisons by
developing statistical relationship among variables to be the complex statistical modelling. With
quantitative analysis, calculations as well as charting drawing are mainly undertaken by using
software ranging from the spreadsheets like Excel to the advanced data management and also
statistical analysis software packages like SPSS statistics (Mruck and Mey, 2019).
For collection of information, there has been questionnaire developed by using the
primary method of data collection. It is time consuming and cost effective.
QUESTIONNAIRE
Name:
Age:
Gender:
Q1) Do you have understanding about the coupons provided through organisation?
a) Yes
b) No
Q2) For which categories have you buy the JTA supermarket coupon?
a) Groceries
b) Food and Beverages
c) Home & Housewares
d) Wine, Beer & Spirits
Q3) Which factors influence you more to revisit or repurpose at same business after using
the supermarket deals?
a) Service
b) Price
c) Quality
d) Location
Q4) What are the advantages of using coupons to customers?
a) Purchase More Item

b) Save money
c) Avail dream products
Q5) What is the impact of coupons over purchasing behaviour of customers at
supermarket?
a) Positive impact
b) Negative impact
Q6) As per your opinion, does coupon strategy helps in enhancing business sales and get
competitive benefits at market place?
a) Yes
b) No
Q7) What are the different ways to develop coupon strategy for business?
a) Make compelling offer
b) Distribute by different channels
c) Use single-use promo codes and coupons
d) Personalise coupons
Q8) What are the benefits company can get from providing coupons to customers?
a) Attract new customers
b) Easily measured effectiveness
c) Pick product strategically
d) Attracting New and Repeat Customers
Q9) What is the influence of coupon promotions in customer retention within
supermarkets?
a) Ability to increase sales
b) Attract new customers
c) Helps in intense market competition
d) Drive new customers to switch brands
Q10) What are the issues faced by company in providing the coupons to customers?
a) Providing coupons can cut into profits
b) May not be sustainable
c) Costly
d) Lessen value of offerings

Q11) Recommend ways through which company can improve coupon strategy.
3.4. Data and information from findings in suitable format to produce results
Statistics
Q1)
N Valid 80
Missing 0
Mean 1.25
Median 1.00
Mode 1
Std. Deviation .436
Q1)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 60 75.0 75.0 75.0
2 20 25.0 25.0 100.0
Total 80 100.0 100.0

Interpretation: On the basis of above chart, it can be find out that there are more number of
customers who have knowledge about coupons that are offered by company. It is so because of
higher value of mode that is one and it is indication of those customers who have information
about coupons.
Statistics
Q2)
N Valid 80
Missing 0
Mean 2.56
Median 2.50
Mode 2
Std. Deviation 1.065

Q2)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 15 18.8 18.8 18.8
2 25 31.3 31.3 50.0
3 20 25.0 25.0 75.0
4 20 25.0 25.0 100.0
Total 80 100.0 100.0
Interpretation: On the basis of above chart, this can be stated that customers buy coupons for
food and beverages. It is so because there are 25 respondents who buy coupons for specified
product. While only 15 respondents who buy coupons for groceries.

Statistics
Q3)
N Valid 80
Missing 0
Mean 2.06
Median 2.00
Mode 1
Std. Deviation 1.035
Q3)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 30 37.5 37.5 37.5
2 25 31.3 31.3 68.8
3 15 18.8 18.8 87.5
4 10 12.5 12.5 100.0
Total 80 100.0 100.0

Interpretation: On the basis of above chart, this can be stated that service factor is a key element
which attract to customers. In addition to this, price factor attracts to 15 respondents out of 80
customers. The value of mode is one that is sign of service factor that is higher attractive factor.
Statistics
Q4)
N Valid 80
Missing 0
Mean 1.56
Median 1.00
Mode 1
Std. Deviation .793
Q4)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 50 62.5 62.5 62.5
2 15 18.8 18.8 81.3
3 15 18.8 18.8 100.0
Total 80 100.0 100.0

Interpretation: The above chart shows that advantage of coupons for more customers is that they
can buy more number of items. While rest of customers equally think that coupons are useful for
saving money and for dream products.
Statistics
Q5)
N Valid 80
Missing 0
Mean 1.19
Median 1.00
Mode 1
Std. Deviation .393
Q5)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 65 81.3 81.3 81.3
2 15 18.8 18.8 100.0
Total 80 100.0 100.0

Interpretation: On the basis of above chart, this can be finding that coupons have positive impact
on more number of customers that is 65 customers out of 80. While only there are 15 customers
who think that coupons have negative impact on purchasing.
Statistics
Q6)
N Valid 80
Missing 0
Mean 1.38
Median 1.00
Mode 1
Std. Deviation .487
Q6)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 50 62.5 62.5 62.5
2 30 37.5 37.5 100.0
Total 80 100.0 100.0

Interpretation: On the basis of above chart, this can be find out that there are 50 respondents out
of 80 who believes that coupon strategy is useful to increase the sales. On the other hands, 30
respondents think that coupon strategy is not effective.
Statistics
Q7)
N Valid 80
Missing 0
Mean 2.53
Median 3.00
Mode 3
Std. Deviation .981
Q7)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 18 22.5 22.5 22.5
2 12 15.0 15.0 37.5
3 40 50.0 50.0 87.5
4 10 12.5 12.5 100.0
Total 80 100.0 100.0

Interpretation: The above chart shows that more number of respondents thinks that using single
promo code can be useful for developing coupon strategy. Though, 18 customers believe that
compelling offer can be beneficial for developing coupon method.
Statistics
Q8)
N Valid 80
Missing 0
Mean 2.31
Median 2.00
Mode 2a
Std. Deviation .988
a. Multiple modes exist. The
smallest value is shown
Q8)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 20 25.0 25.0 25.0
2 25 31.3 31.3 56.3
3 25 31.3 31.3 87.5
4 10 12.5 12.5 100.0
Total 80 100.0 100.0

Interpretation: The above chart shows that coupons can be useful for companies in order to
measure effectiveness of their services. Similarly, some respondents believe that coupons are
important for picking products strategically.
Statistics
Q9)
N Valid 80
Missing 0
Mean 2.00
Median 2.00
Mode 1
Std. Deviation 1.006
Q9)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 35 43.8 43.8 43.8
2 15 18.8 18.8 62.5
3 25 31.3 31.3 93.8
4 5 6.3 6.3 100.0
Total 80 100.0 100.0

Interpretation: The above chart shows that influence of coupon promotion is for increasing sales.
There are 25 respondents that out of 80 who think that coupons are useful for sustaining in
competitive market.
Statistics
Q10)
N Valid 80
Missing 0
Mean 2.46
Median 2.50
Mode 1
Std. Deviation 1.262
Q10)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 28 35.0 35.0 35.0
2 12 15.0 15.0 50.0
3 15 18.8 18.8 68.8
4 25 31.3 31.3 100.0
Total 80 100.0 100.0

Interpretation: The above chart shows that majority of companies believe that coupons reduce
their profitability. As well as less number of companies think that coupons can reduce their
sustainability in market.
3.5. Conclusions and recommendations from research findings
Conclusion
It has been concluded from research findings is that coupon is one of the effective
strategy that help company to enhance sales and sustain the customers at marketplace for longer
time period. The aim of this investigation is To identify the impact of coupons over the buying
behaviour of customers at supermarket. There has been quantitative research method used and
collect information by primary data collection method. For analyse the data, there has been SPSS
used. From the research findings, it has been stated that coupon is beneficial for the customers
like Purchase More item, save money and avail dream products. There has been examined the
negative and positive impact of impact of coupons over purchasing behaviour of customers at
supermarket. Coupon strategy helps in enhancing business sales and get competitive benefits at
market place. The findings stated that there are different issues faced by company in providing
the coupons to customers such as providing coupons can cut into profits, may not be sustainable,
Costly and Lessen value of offerings. From providing the coupons to customers, company get the
benefits such as attract new customers, easily measured effectiveness, pick product strategically
and attracting new and repeat Customers.
Recommendations
It has been recommended that company should make improvement in its coupon strategy.
Supermarkets should provide the coupons to those customers who like to buy the products and
services online. This will help in develop the positive impact on their mindset. Through
providing the coupons to customers, supermarket can able to meet the customers’ expectations.
The JTA supermarket should maintain its coupon websites, better majority of the buyers expect
coupon or discount since this is considered normal practice for business. It is necessary for an
organisation to use the single-use promo codes and coupons. Firm can personalise the coupons
on the basis of loyalty of customers. Use the limited time offers tends to pop up at the time of
product launch of year over holidays. This will helps in attract the consumers which are in
consideration stage of journey of customers. In regards to this, they have done investigation and
also narrowed down options. Reward programs are better way to encourage the loyalty of

customers. In an exchange for selecting consistently to purchase goods over competition, reviews
of customers on exclusive offers which provide value and they can save money. If company is
using email campaign as part of coupon marketing strategy, visuals can based on customer
segment. In order to ensure the relevance, visit every site that applies program. This could
consists applicable category on site or prominent section that featuring same kind of the
company, goods and offers. JTA supermarket should develop the unique promotions for
particular coupon sites. It is essential to put brand in front of the users through investing in
programs such as blogging, displays ads, email and social media.
4.1. Ethical issues of data handling
Research ethics consists the need on the daily work, dignity protection of the subjects and
information publications in research. In an investigation, ethical decisions as those which arise
when they try to be decide among one action course and another not in expediency context or
effectiveness but through references to the standards. There is making distinction here through
basing the ethical decisions on principles than expediency. It is necessary for an investigator not
to have fundamental right for conducting work (Nally, Sorensen and Kavanagh, 2020). The
ethical decisions are not explained in context of what is beneficial to an investigator or project on
which they are mainly working. Citing the sources not avoids the plagiarism but this increases
credibility as writer and also demonstrates that a researcher studied subject in depth and using
the credible sources. Other than this, there is a need of informed consent that letting participants
know regarding procedures as well as risk of an investigation and provide consent of
participating. Researcher should keep the information of respondents confidential.
4.2. Guidelines for handling missing data while conducting research
Retaining the participants in an investigation with many follow up waves is complex. An
investigator faced with issue of missing the data that many introduce the bias outcomes and loss
of the statistical power. In regards to this, amount of the missing data, reason for the non-
response and non- participation and also methods mainly used to handling the missing data in
analyse. There are some reasons of missing data given below:
 Data were not need from respondents because of skip generated through filter question in
survey.
 Participants may have the misses question by mistake or give answer in unclear manner.
 Participants refused to answer questions (Niu, Liu and Wang, 2019).

There are some guidelines given below for handling the missing data while conducting an
investigation:
 To identify that there was difference among respondents and the non- respondents to
written questionnaire, an investigator did telephone follow up survey of 22% of non-
respondents using whole instrument (Shahar and et. al., 2019).
 It is necessary to examine all the guidelines while conducting an investigation.
 Non- response error was mainly controlled through comparing the faculty with
population on the known characteristics (Perna, 2020).
4.3. Critically review the importance of referencing system while recording data
Referencing mainly allow to acknowledge contribution of the other investigators and
writers in work. It is one of the effective way to provide credit to writers from which they
borrowed ideas and words. The referencing system is range of the conventions which used to
reference the materials of other writers which they have cited in text. This is better idea to begin
referencing section at starting of writing process. This will be tedious as well as time consuming
task until they have finished main body of text (Pidduck, 2019). In regards to this, time spent on
compiling references section is time which would have been spent better on the checking as well
as amending report. It is necessary to assure that researcher have cited in references secretion all
sources which need to be refereed in text. In context to avoid the plagiarism chance, researcher
should assure that all material and data taken verbatim from the other person published woprol is
determined as well as references to author.
4.4. Challenges and responses of handling social science data
The social science investigation data pose more challenges for the preservation as well as
long term access consisting location of the provenance, software format, authoritative cost and
others. Privacy and confidentiality of data gathered from the human subject is main issue that
found in several social sciences which are not concern in physical and natural sciences. It stated
that they have issue more in sheer data value now being gathered through powerful measurement
and also stimulation sources. In the social sciences, dissemination rights and data ownership
become interesting issue in cases where the data from various sources are together merged (Rix
and et. al., 2019).

CONCLUSION
It has been concluded from above mention information that coupon strategy is effective
in attracting the more customers and also make them loyal. There has been discussed about the
qualitative and quantitative strategies which help in conducting the research in an effective
manner. There has been quantitative research method used because it provides the generalise
outcomes and results. For collection of information, there has been primary method of data
collection used because it is time saving and also cost saving. There has been questionnaire
developed by consisting different questions. For analysis of method, there has been SPSS
statistical tool used.

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