Published Paper Details:

This study investigates what drives consumer preferences when it comes to coupon code-based promotions in the e-commerce sector, with a focus on Coimbatore city. As online shopping continues to grow, businesses are increasingly turning to coupon codes to attract and keep customers. The goal of this research is to uncover the factors that influence how consumers interact with these promotions. A survey was conducted with 140 online shoppers to gather insights on their demographic details, shopping habits, and preferences for different types of coupon codes. This study explores the usage and impact of coupon codes on e-commerce shoppers in Coimbatore. Primary data for the research was collected through surveys distributed to online shoppers, while secondary data was gathered from academic journals and research papers. A structured questionnaire was designed to examine key aspects such as coupon usage frequency, preferred discount types, satisfaction with available coupon codes, and their influence on purchasing decisions. The study employed a simple random sampling method, targeting frequent online shoppers familiar with coupon codes, with a minimum sample size of 140 respondents to ensure adequate representation. Data analysis was conducted using percentage analysis, chi-square tests, and graphical representations to derive meaningful insights.