Shoppers Choosy About Coupons, Study Finds

Thirty percent of consumers say they won’t shop without coupons and more than 80% of consumers claim to use coupons regularly. But shoppers are picky about the coupons they use. According to Procter & Gamble, only 2% of all coupons issued are redeemed. P&G; believes coupons are ineffective and has cut the number of coupons it issues in half. Pillsbury Foods, a unit of Grand Metropolitan, and Campbell Soup have a different philosophy. They increased couponing in 1996--and saw sales climb. More than 3,000 companies issued coupons in 1996. Coupons for health aids led the way, followed by hair-care products, pet food, oral hygiene and cereals.