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    Chapter 5

    Uploaded by

    Rathi Meena
    The study examines consumer perceptions of digital coupons in Thoothukudi district, India. 120 respondents participated in a survey. Major findings include that most respondents are young, male, unmarried, and earn below Rs.15,000 per month. Smartphones are most commonly used to access and redeem coupons. Brand reputation was the most important factor when redeeming coupons. Suggestions include providing coupons for all products and more products at higher value thresholds to encourage greater spending.

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    Chapter 5

    Uploaded by

    Rathi Meena
    7 views3 pages
    The study examines consumer perceptions of digital coupons in Thoothukudi district, India. 120 respondents participated in a survey. Major findings include that most respondents are young, male, unmarried, and earn below Rs.15,000 per month. Smartphones are most commonly used to access and redeem coupons. Brand reputation was the most important factor when redeeming coupons. Suggestions include providing coupons for all products and more products at higher value thresholds to encourage greater spending.

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    CHAPTER 5

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    The study examines consumer perceptions of digital coupons in Thoothukudi district, India. 120 respondents participated in a survey. Major findings include that most respondents are young, male, unmarried, and earn below Rs.15,000 per month. Smartphones are most commonly used to access and redeem coupons. Brand reputation was the most important factor when redeeming coupons. Suggestions include providing coupons for all products and more products at higher value thresholds to encourage greater spending.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    7 views3 pages

    Chapter 5

    Uploaded by

    Rathi Meena
    The study examines consumer perceptions of digital coupons in Thoothukudi district, India. 120 respondents participated in a survey. Major findings include that most respondents are young, male, unmarried, and earn below Rs.15,000 per month. Smartphones are most commonly used to access and redeem coupons. Brand reputation was the most important factor when redeeming coupons. Suggestions include providing coupons for all products and more products at higher value thresholds to encourage greater spending.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    CHAPTER - V

    SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

    5.1 INTRODUCTION
    The study is conducted to know the consumer perception towards digital
    coupon in Thoothukudi district. Through random sampling method 120 respondents
    were selected. Questionnaire was used in order to collect data from the respondents.
    Tools like Percentage analysis, ANOVA test and Henry Garrett ranking technique
    were used to interpret the data.
    This chapter deals with the major findings, suggestions & conclusion of
    the study. This chapter is discussed in a concise and summary format rather than
    descriptive form.

    5.2 MAJOR FINDINGS


    The major findings of the study identified through the course of the
    study is presented in the following:
     The study reveals that majority of the respondents are from the age group of
    18 - 25 years.
     Majority (75%) of the respondents are male in the study.
     The study reveals that 70.8% of the respondents are unmarried.
     The study reveals that majority of the consumers education qualification
    (47%) are Post Graduate.
     Majority of the respondents in occupational wise classification (27.5%) are
    private employees.
     The study reveals that most of the respondents earn below Rs.15,000 per
    month.
     Majority of the respondents (48.3%) are 3-5 members in the family.
     Electronic gadgets is the highest preferable item by 36.7% of the respondents.
     The study reveals that majority (45.9%) of the respondents make online
    purchases once in a month and also their purchase price ranges above
    Rs.4,000.
     The study indicates that UPI payment method is used by 27.5% of the
    respondents which making online purchases.
     It is observed that the majority 31.7% of the respondents rarely share their
    digital coupon experience on social media.
     Majority 33.3% of the respondents reported unavailability of digital coupons
    to kit products as the major difficulty.
     The study indicates that 32.5% of the respondents obtained information about
    digital coupons from websites.
     It is analyzed that the majority of the respondents found lack of trust as the
    reason for not using digital coupon.
     It is renowned from the analysis that majority of the respondents find promo
    codes as the most convenient digital coupon format.
     The study exposes that most of the respondents use smartphones to access and
    redeem digital coupon.
     It is analyzed that 40.8% of the respondents spend 5 to 10 minutes searching
    for coupon codes before purchasing a product.
     It is observed that the respondents ranked the relevant factors that influence
    while redeeming digital coupons. The responses were ranked using Garrett
    Ranking Technique. According to this technique Brand reputation is ranked
    first among the other relevant factors.
     From the ANOVA test, it is found that there is no significant relationship
    between the gender and consumer opinion towards using digital coupon.

    5.3 SUGGESTIONS:
    From the experience gained through the analysis of data gathered, during
    the phase of data collection we like to make the following suggestions:
    1) Digital coupon is applicable only for specific products, so retailers should
    take necessary steps to bring possibilities for all products.
    2) Retailers should provide more coupons to consumers who are buying goods
    for more amount. It influences consumers to buy more product and also save
    time and cost.
    3) From the finding of the study that most of the customers said that lack of
    trust is the main reason for not using digital coupons. For this reason,
    retailers should give create proper awareness and guidelines through media.
    Therefore it is helpful to increase more customers.
    4) The retailers should make available of more kit products as it is the biggest
    difficulty faced by consumers using digital coupon.
    5)

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