cts. III.WHO USES COUPONSConsumers are not all alike. Coupon users can be divided into four broad categories: the cost conscious always user; part-time, sometime users; rarely use; and, never use. The key to capitalizing on these groups is to recognize how they will change as we enter the 21st century.The cost conscious coupon clipper is more likely than not between the ages of 25 and 34, or over 65. These coupon clippers have incomes less than $50,000 per year and the majority of them are females. Geographically they are concentrated in the Midwest, with the lowest concentration in the West. These consumers are usually employed part-time or are retired, and are married with children at home.The part-time coupon clipper is similar to the cost conscious clipper in age with larger numbers between 55 and 64. These clippers are more often unemployed and have children at home. Of particular concern to manufacturers and retailers are the consumers who rarely or never use coupons. Who are they, and why aren’t they attracted to using coupons?Those who rarely use coupons are of no particular age, and have incomes over $50,000 per year. They are single and live out West. These people don’t use coupons, because they don’t think they need to use them. On the other hand those who never use coupons are between 18 and 24 years old, earning less than $25,000 per year. They have full or part-time employment and are usually non-white. This group may benefit from using coupons, but they still aren’t, possibly because they are out of the reach of the traditional distribution mechanism. In these two groups are millions of potential consumers for a manufacturers products, if manufacturers promotions can reach them.These groups are evolving in such a way that the rarely and never redeem categories are growing, as the cost conscious and part-time groups remains the same or shrink. The younger consumers are not as accessib...
