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How Coupons Affect Online Consumer Buying Behavior

Using coupons can be an effective way to increase your customer base, but there are some risks you should be aware of before adopting them for your business. Read on to learn how using coupons can affect your customer’s buying behavior.

Why are people using coupons?

The use of coupons has increased dramatically in recent years. One reason for this is that people are looking for ways to save money on their daily purchases. Another reason is that the use of social media has made it more difficult for retailers to have a monopoly on marketing information. Online coupons are also more convenient than clipping coupons from newspapers or magazines.

How can coupons affect your customer’s buying behavior?

There are many different types of coupons. Some are digital, others can be printed, and still others can only be used in a particular geographic area. We’ll focus on the digital coupons for this blog post. There are generally two types of digital coupons: promotional codes and discount codes. 

Promotional codes work by giving your customers access to discounts or free products when they purchase something online. Discount codes are usually for products that you sell that you want to discount temporarily.

The good news is that both promotional code and discount code options can help drive sales for your company. The bad news is that there’s a downside too they might actually have the opposite effect on your customer’s buying behavior! If your coupon is for a product or service with a low price point, it might actually tempt customers to buy more items than they originally planned because they feel like their purchases will be less expensive. 

This phenomenon has been dubbed “the coupon effect.” As the name suggests, it refers to customers who are encouraged to purchase an item with a coupon even though it wasn’t what they initially wanted to purchase.

The Risks of Using Coupons

Coupons can be an effective way to increase your customer base, but remember that they also come with some risks. For example, if you offer a coupon for one of your products and the customer finds out later that the product is too expensive, he or she might not buy it at all. You should also keep in mind that customers may feel like they’re getting something for nothing. This could lead them to think that you’re trying to get rid of old stock or that your business isn’t profitable.

Additionally, you should make sure that these coupons are beneficial to your business before offering them. If you offer coupons only on the products you need to clear out, people will see through this and will not want to purchase your products at all. It’s important for businesses to understand the risks before deciding whether or not they want to use online coupons for their business.


Studies have shown that consumers are most likely to buy something online when they have a coupon code. Even if they don’t necessarily need the item, they take advantage of the offer and buy it anyway. The study also found that people were more likely to buy items that were already on their shopping list, and purchase more than one item with one coupon code. 

However, using coupons too often can lead to decreased customer loyalty and lower profits. Coupon codes should be used as a marketing tool to increase customer satisfaction, rather than as a bribe to get shoppers to buy items they don’t need. The best way to use coupons is by including them as part of a marketing campaign to drive traffic and increase awareness of your brand.

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