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Couponing is alive and well, and though it has reached a level of maturation, consumers still see it as a virtual cash reward for buying a certain brand or product and are not about to shy away from the practice.
Those perceptions and many others about couponing are in the Frankel & Co. 1992 study regarding "Consumer Promotional Attitudes and Practices."
Plain and simple: Consumers' attitudes are favorable toward coupons, and they continue to use them. Aggressively.
"Consumers are savvy shoppers. They come armed with coupons," according to Don Packard, the company's marketing communications vice president and director of research. "Consumers are getting smarter. They want to make their money go further. They're looking for value."
And they're looking for value in coupons. The Chicago-based firm's 1992 study, done every four years since 1984, shows that 95% of the 746 households that responded to the survey said they either like coupons very much (73%) or somewhat. Ninety-nine percent reported using coupons at some time or another.
"You thought, by God, we'd reached the saturation point in coupons," said Packard. but "the...