44% Say Coupons Very Influential in Brand Choice

Coupons exert a strong influence on shoppers’ brand decisions, say The Integer Group and M/A/R/C Research in newly-released survey results [download page]. Some 44% of respondents reported that coupons are very (26%) or extremely (18%) influential in their choice of a specific brand of product. As it turns out, that decision seems to often go in favor of the brand they’re already familiar with: two-thirds said they use coupons to buy familiar brands rather than to try new ones. (more…)