Dlamini, Reagan Wonder2024-10-162024-10-162023Dlamini, Reagan Wonder. (2023). Factors influencing coupon redemption in direct marketing campaigns in the South African retail market[Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/41647https://hdl.handle.net/10539/41647A research article submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfillment of the requirements for the degree of Master of Business Administration Johannesburg, 2023Coupons are discounts offered by businesses to drive consumers to buy specific products or services. Companies continue to invest in coupons as a marketing tool however, the redemption of these coupons remain extremely low at around 2% mainly due to little being known about the factors that influence coupon redemption. This study focuses on identifying factors influencing coupon redemption within the South African retail industry. Secondary data was collected from one of the South African retail companies. The data consisted of consumers that the retailer had targeted with a coupon campaign during the period June 2020 to June 2021. A Quantitative method was used where a set of independent variables from demographics, consumer behaviour and coupon design were identified and analysed to understand their influence on coupon redemption. The study finds that factors such as offering coupons that are redeemable in a wider range of products, targeting consumers that have shown previous redemption behaviour and offering a deeper discount increases coupon redemption. While, offering coupons on a product where a consumer has never spent or has low spending behaviour, framing coupons in percentages as well as sending more coupons to a consumer at the same time decreases coupon redemption.en© 2023 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.CouponsRedemptionConsumersRetailUCTDSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg