Abstract
Abstract The use of coupons is a wide-spread promotional technique aimed at encouraging patronage in the restaurant industry. This research focusing on pizza restaurants was conducted to determine if coupon users could be identified based on demographic and psychographic variables. Using descriptive statistics, factor, and cluster analysis, the 30-item mail survey was analyzed. The findings indicated that there are clear differences between those who have a positive attitude toward pizza coupon usage and those who do not. Such information could prove useful to pizza restaurants when developing and devising marketing strategies and target promotions. In addition, the findings could be used to gain a greater understanding of selected market segments.
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