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.
Highlights
Asa Chandler, owner of Coca-Cola 1887, created a new marketing device, which he named after the French word ‘couper’, which translates to ‘to cut’, and creating the first ‘coupon’ which could be clipped from the daily newspaper and presented at the store to avail discounts (Coupon Sherpa, a US based digital and print based coupon site)
People are willing to convert from traditional to digital platforms, similar to what we have noticed in the secondary research
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
Summary
Asa Chandler, owner of Coca-Cola 1887, created a new marketing device, which he named after the French word ‘couper’, which translates to ‘to cut’, and creating the first ‘coupon’ which could be clipped from the daily newspaper and presented at the store to avail discounts (Coupon Sherpa, a US based digital and print based coupon site). It is aimed to further close the bridge between consumers and brands by helping Vouch365 identify the level of consumer willingness to use digital coupons in Pakistan, and factors that affect this level, which include age, gender and price and how these factors can be used to better customize the value proposition offered by Vouch365. Through analyzing the attitude of the Pakistani consumer towards online coupons with respect to variables including, age, gender and pricing we will aim to provide market insights to players of mobile coupon launching companies that will help them capture the market more effectively and customize their value offering to achieve greater success. The sample size is restricted to 50 individuals, 25 males and 25 females falling under the following age groups based on the research objectives
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