Featured Research

from universities, journals, and other organizations

Daily deal companies are here to stay, according to consumers

Date:
September 14, 2011
Source:
Rice University
Summary:
Despite recent news reports questioning the long-term viability of daily deal companies, a new study shows that the companies are more popular than ever among consumers.

Despite recent news reports questioning the long-term viability of daily deal companies, a new study from researchers at Rice University and Cornell University shows that the companies are more popular than ever among consumers.

"The key finding is that there is no evidence of waning interest among consumers of daily deal promotions," said Rice University's Utpal Dholakia, co-author of "Daily Deal Fatigue or Unabated Enthusiasm?" "In fact, the more deals purchased by an individual, the more enthusiastic they seem to be."

Dholakia, professor of management at Rice University's Jones Graduate School of Business, and Sheryl Kimes, professor of hospitality management at Cornell University, examined consumer perceptions of daily deal promotions. The researchers surveyed 973 respondents in August; 655 were daily deal users and 318 were not.

Dholakia said the study is good news for daily deal companies, who have been hit hard in recent weeks with reports of the industry's decline. Even previous research by Dholakia found that not enough businesses are coming back to daily deals to make the industry sustainable over a long time.

The new study shows significant opportunity for growth among consumers, as only 16.7 percent of the research panel's population has used daily deals before, and the majority of non-users (90.6 percent) haven't bought a deal because of awareness or access issues.

"We see significant further opportunity for trial and use of daily deals by current non-users," Dholakia said.

Overall, daily deal customers tend to have little interest in being seen as different or "fringe" in their shopping patterns, are not very careful with their personal finances and do not think about spending issues all the time. They are interested in trying new products and services to have new experiences to talk about and influence others. They are attracted to a deal because it is a deal, and are likely to be less sensitive to the actual terms of the offer made by the merchant.

"All of these psychological characteristics indicate that the underlying motivations for purchasing daily deals are complex and multifaceted, having to do with more than just saving money," Dholakia said.

The study brings into question one of the basic beliefs held by most in the daily deal industry. "There is a theory that consumers must be offered 'deep' discounts (50 percent or more) to be interested in daily deals," Dholakia said. "Our research shows that a significant number of consumers will continue to buy the deals even if the discounts are slightly smaller. This is a significant finding because my previous research showed that businesses find huge discounts to be unsustainable. The industry seems to be operating under the opinion that deep discounts are the only way to be successful, but that's not the case."


Story Source:

The above story is based on materials provided by Rice University. Note: Materials may be edited for content and length.


Cite This Page:

Rice University. "Daily deal companies are here to stay, according to consumers." ScienceDaily. ScienceDaily, 14 September 2011. <www.sciencedaily.com/releases/2011/09/110914110111.htm>.
Rice University. (2011, September 14). Daily deal companies are here to stay, according to consumers. ScienceDaily. Retrieved April 16, 2014 from www.sciencedaily.com/releases/2011/09/110914110111.htm
Rice University. "Daily deal companies are here to stay, according to consumers." ScienceDaily. www.sciencedaily.com/releases/2011/09/110914110111.htm (accessed April 16, 2014).

Share This



More Mind & Brain News

Wednesday, April 16, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Couples Who Sleep Less Than An Inch Apart Might Be Happiest

Newsy (Apr. 16, 2014) A new study by British researchers suggests couples' sleeping positions might reflect their happiness. Video provided by Newsy
Powered by NewsLook.com
Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins