Research Topics and the

Research Process

Research Idea - Supermarket coupons as a promotional device

Research Title The effect on buyer behaviour of coupons issued at supermarket checkouts

Research Question In what ways do the issue of coupons at supermarket checkouts affect buyer behaviour?

Research Aim The aim of this research is to explore how the issue of coupons at supermarket
checkouts affects buyer behaviour

Research Objectives To describe the supermarket's objectives for the use of coupons (e.g. increasing
profits, increasing customer base, build brand loyalty, etc.)
To identify the different types of coupons used at the supermarket checkouts To identify and explore which coupon values are most used at the supermarket checkouts
To identifying consumer response to coupons by exploring how customer buying behaviour has changed (using for example customer loyalty card purchases)
To identify and explore the demographic variables of those customers who use
coupons compared to those who don't use coupons

Activity 1
• Your case brief for formative feedback is available in the RESOURCES section
• The case brief is for an actual company from a past consultancy project
• Some details may have been changed for confidentiality
• This case brief will be used for formative tasks in workshops

Activity 2 - Research planning

• Think about what are some of the deliverables for this research

• How would you go about planning how this research is conducted?

• What are some of the activities that will be part of this research process?