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Статья

The Research of the Industry of Coupons Services in Russia

Advances in Economics and Business. 2013. Vol. 1. No. 3. P. 250-257.
Kuznecova K., Mozgunov P.

The purpose of this new study was to make a full and detailed profile of the typical Russian coupon site user. Moreover, the main factors that can influence decision of purchasing of coupon were determined and some of them were studied more detailed. The study involved 665 Internet users aged from 17 years living at the time of the interview in Moscow. The findings of the study may be useful to firms that are planning to use the coupon services. The study concludes that a typical Russian coupon user can be described as follows: a female aged 20 to 41 years, with higher education, most likely unmarried, working, with an average income ranging from 12,500 to 60,000 rubles The relation between the mean time to the venue of leisure and consumer income as well as time-income elasticity are among the most important findings for firms. It has been proved that the connection between these indicators is statistically significant, which means that income can strongly influence an individual's decision to purchase a particular coupon, depending on the average time the individual in question is willing to spend on getting to the venue of entertainment.