Who uses coupons the most and the least, and why - Must Read Article

[tjthemanto]

Who uses coupons the most and the least, and why ???

Tom Barlow


Who uses coupons? You might think that the most cash-strapped among us would use them most, but studies have shown that upper-income whites make far greater use of them than members of minorities of all income levels. A recent study published in the Journal of Retailing provides some interesting answers as to why the most needy are not the most frequent users.

One surprising finding of the study conducted by Anne M. Brumbaugh of the College of Charleston and and Jose Antonio Rosa of the University of Wyoming was the degree to which the attitude of the checkout clerk can determine our willingness to use coupons.

A clerk's conscious or subconscious negative cues (deep sighs, rolled eyes, terse movements) are enough to discourage all but the most confident from using coupons.

On the other hand, a clerk who implies that the customer is shrewd and admirably frugal can inspire the customer to use coupons more often. (Here I have to admit that in the past I've been one of those discouraging factors, frowning and tapping my foot when the person ahead of me in the checkout line pulls out a wad of unsorted coupons.)

I recently took a $1 off of New York Style Bagel Crisps coupon to my local grocer to get a read on the clerk's reaction. My checkout person took and scanned it without giving off any cues one way or the other about how he felt about my using coupons. Was the study wrong? Of course, I'm a white middle-class boomer male, the least likely group to receive a scowl because we're most likely to be a golfing buddy of the store manager. Also, one coupon is not as burdensome as a fistful of them, especially if the customer has to dig them out of his/her coupon wallet while other customers wait in line.

The study also investigated the reason behind previous study findings that even more affluent members of racial minorities don't often use coupons. They cited a study that found "the consistently higher levels of poor service experienced by high socioeconomic status black and high acculturation Latino consumers reduced coupon use by both decreasing their confidence and increasing their embarrassment over coupon use." More affluent white stay-at-home moms and dads, on the other hand, "have incorporated the judicious use of coupons into the image of what stay-at-home spouses should do."

The key finding? Well-to-do white shoppers are confident enough in their affluence that they are not threatened by the attitude of clerks. Those who struggle to keep their financial footing, on the other hand, are very sensitive to the criticism they often receive at the checkout counter, and therefore unwilling to use the coupons they see as symbols of their financial plight.

Coupons are a time-tested strategy for building business, but this study suggests that a store that prints coupons but does not train its staff to treat users as valued, admired customers is shooting itself in the foot. The next time a clerk looks down his/her nose at you when you pull out a coupon, recognize them for the fool they are, and keep on clipping. Don't let the disregard of a clerk cheat you out of the savings.

[c0nfluence]

Interesting... who published this article?

[Lillyowl]

Interesting info in that study. I agree that I am less likely to use a coupon at a store in which I have received a negative reaction from the cashier. Therefore, I am far less likely to shop at that store in the future.

[kaimui22]

I started using coupons just a little over a year ago and my husband said he can't believe we never used coupons before. So I asked him why he was so hesitant at the beginning...he said he thought he had to fill out a form everytime he used one! Like on items that are tax-exempt, sometimes the cashier would ask you to fill out your name and address and signature...well, that's what he thought he had to do with coupons! Ha...now we use A LOT of coupons and have saved soooo much.

[Zonny]

That is very interesting. I use a fair amount of coupons, but not so many that I've gotten a negative reaction for using them. Because we're car-free, I wouldn't readily give up WHERE I shop, because I shop where it's convenient for us. And if my coupon were valid and I were refused, I'm confident enough that I'd speak up for it, I wouldn't let it deter me. I wouldn't just not use the coupon because someone spoke up against it, or someone else in the line rolled their eyes.

And I know darned well that the cashier doesn't give a damn if I shop there or somewhere else, no point in threatening to take my business somewhere else to him or her. I remember when I was a cashier, one old guy took exception to my pointing out he was in an express lane and had far too many things. I was working at IGA at the time, and he roared, "Well I'll just take my business to SOBEYS next time!" I suppose he thought I'd be offended by the thought, while in reality I was thinking, okey dokey, don't let the door hit you on the bum on the way out!

Z

[wishingwell]

Blah! So white middle class males are superior? I wouldn't bet the house on that "study". lol.

[darlenegrigg]

Thank you for sharing this article. Very good and interesting!

[abbasgirl]

I wish more store managers would read articles like this and TRAIN their cashiers to treat coupon users with respect. I remember reading an article awhile ago about a study on coupon use in the US. One of the things that came up clearly was that people who use coupons tend to spend more money in the store. To me this is a no brainer! There are lots of things I would never have considered buying before I started using coupons but with a coupon they are a good deal. There are also stores I would not have set foot in (eg Shoppers) before coupons. So I just don't get why managers and cashiers are not told to welcome coupon users.

[carlyincanada]

Thanks for sharing! Interesting info! After almost a year in couponing I don't let a nasty, rolling eyes cashier bother me anymore, lol
As long as I'm getting my deals, I'm happy! Thanks to SCers for posting all the great deals! & early flyers!

[mellyskater]

Very Interesting, and i must agree somewhat, it can be discouraging when the clerk is making faces or comments to you, sighing or when other customers in line are doing the same. I always make sure to have my correct coupons ready (prepared before i line up) to try to avoid this. Even though sometimes it may feel embarrasing, i deep down do not care what these random people think of me, because in the end im saving money and they are getting Screwed! My husband used to roll his eyes at me and now encourages, dont we have a coupon for this? Once you lay out the figures of how much you can save, it encourages others (ie my husband)....However he tells all his friends (the wives of the couples) to talk with me and ill teach them how to save or even get the coupons FOR THEM! Not one of them is interested, yet they all complain about money being tight.... Just wait till im off for a year then i will really go at it LOL

Once in a while you will get a clerk curious about the coupons because they want to save and price match too! im more than willing to share my advice or if i have extra of the coupon hand it to a random person!

[crazycoupongirl]

I don't let them get to me, I know I am saying money, and I will NEVER leave a store without using my coupons. I will even call managers if i have too.
I have never had major issuses, and i try to eye ball out which cashier seems in a good mood that day, and I find cashier who are I hate to use the word Caucasian seem to know how to put them through faster, I have gone to any cashier but some of them read every little detail on every single coupon even if it is the same one they just rang through, then I have a tendency to get a little pissed off, because I take my time before I come to the cash to sort them all so its faster at the check out for people behind me, I even let people who less stuff a head of me to not add stress on the cashier .. especially if the line up gets long, they are all looking at her. i have worked as a cashier before. i am quick with the coupons so I can move the line but some of them take forever..

[Valiant]

Based on my own experience, I certainly agree with that last paragraph in the article.
I had another terrible experience at my local store last Monday. I was going to buy more Kelloggs cereal, but Mr. 'BIG' made a point of not letting me pick out the Kelloggs cereal boxes with the coupons on them (some boxes had them, some didn't); kept making hostile remarks at me till he drove me away from the shelf. Haven't been back since; went to the other store.

PS: Edited to change the store person's name to 'Mr. BIG'.
Still haven't been back there in 2 weeks.

[tidytaurus]

Thanks for sharing this article. I agree with my use of coupons depends on how they are received at the store.

[carmelon]

I noticed a similar trend when it comes to grocery shopping. I used to work in an affluent suburb and would grocery shop in that SOF on 15% tuesday. The lines would go around the whole perimiter of the store and wind through a couple of aisles too! We're talking an hour wait to check out! I moved to an area that was being redeveloped" (somewhat poorer) that had a SOf and was shocked to find on the first 15% tuesday NO LINEUP. So strange that the population in a poor area would not take advantage but a richer population would?

[tjthemanto]

I noticed a similar trend when it comes to grocery shopping. I used to work in an affluent suburb and would grocery shop in that SOF on 15% tuesday. The lines would go around the whole perimiter of the store and wind through a couple of aisles too! We're talking an hour wait to check out! I moved to an area that was being redeveloped" (somewhat poorer) that had a SOf and was shocked to find on the first 15% tuesday NO LINEUP. So strange that the population in a poor area would not take advantage but a richer population would?

I guess that's why rich are getting richer & poor people are getting poorer