Title: A study on sales promotions using mobile coupons for the Indian quick-service restaurants

Authors: Sandeep Gupta; O.P. Wali

Addresses: Institute of Management Technology, 35 Km Milestone, Katol Road, Nagpur (MH) – 441502, India ' Indian Institute of Foreign Trade, IIFT Bhawan, B – 21, Qutab Institutional Area, New Delhi – 110016, India

Abstract: Restaurants have relied on 'word of mouth' communication (Longart, 2010) and is rewarding customers not only for repeated business but also for referring family and friends. However, Indian restaurants have been laggard in embracing paper coupons. Nevertheless, recently with the maturing of mobile technology and smartphones, which are getting ubiquitous, a lot has changed. Restaurants in India have adopted mobile couponing leaving paper coupons, which were never really used in India, as they were in the west where newspapers were filled with coupons and said to have the highest redemption rates (Teel et al., 1980). The present research focuses on mobile coupons various determinants and their impact on purchase in context with Indian quick-service restaurants (QSR). The findings suggests that customers have found mobile coupons helpful in saving money. Hedonic and utilitarian attitude have a moderating effect on the customers propensity to use mobile coupons to make a purchase.

Keywords: mobile coupons; mobile promotional campaigns; QSR industry; mobile marketing; restaurant promotions; sales promotions; Indian restaurant industry.

DOI: 10.1504/IJICBM.2020.109337

International Journal of Indian Culture and Business Management, 2020 Vol.21 No.1, pp.5 - 24

Received: 08 May 2019
Accepted: 12 Jun 2019
Published online: 03 Sep 2020 *

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