Consumers’ attitudes toward clothing coupons

Couponing has been widely used in many product categories but notfor clothing products. This research investigates thefeasibility of clothing coupons by studying consumers’ attitudes toward a clothing coupon and buying intentions toward a coupon-promoted brand. Data collectedfrom 170 participants reveal that the majority of the respondents have favorable attitudes toward clothing coupons and strong buying intentions toward a coupon-promoted brand. Significant relationships are found between a consumer’s attitude toward clothing coupons and coupon proneness, number of children, education, and household income. Although consumers’ brand loyalty is not significantly related to their attitude toward clothing coupons, it is significantly related to the level of consumers’ buying intentions toward a coupon-promoted brand.