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Minimum-Bill Thresholds in Promotional Milk Coupon Subscriptions: A Review of Consumer Redemption, Basket Value, and Association Rule Mining
Subject area: Science,Engineering and Technology · Area of research: AI and ML
DOI: 10.64388/ire1724503
Abstract
A minimum-bill coupon requires a shopper to reach a specified transaction value before receiving the offer. This paper examines a milk coupon subscription in which the qualifying minimum bill is raised from Rs 99 to Rs 149, an increase of about 50.5%. Through a focused narrative review of studies on coupon redemption, sales promotions, conditional (minimum-spend) promotions and association rule mining in retail, it argues that the higher threshold may encourage some customers to add products to qualify while discouraging redemption among those whose usual baskets fall below the new threshold, so that the net effect on sales and profitability cannot be inferred from the threshold alone. The paper proposes a conceptual framework, five research questions and four hypotheses, and a methodology for future empirical work combining pre-post or comparison-group analysis of redemption and transaction value with Apriori-based market basket analysis, together with a set of evaluation metrics.
Keywords
Milk coupon subscription; minimum-bill threshold; coupon redemption; sales promotion; market basket analysis; Apriori algorithm; association rules; retail analytics
References
[1] Nayal P, Pandey N (2020). Redemption intention of coupons: A meta-analytical review and future directions. Journal of Promotion Management, 26(3), 372–395. https://doi.org/10.1080/10496491.2019.1699628
[2] Santini FDO, Vieira VA, Sampaio CH, Perin MG (2016). Meta-analysis of the long- and short-term effects of sales promotions on consumer behavior. Journal of Promotion Management, 22(3), 425–442. https://doi.org/10.1080/10496491.2016.1154921
[3] Amornpetchkul T (2018). Conditional promotions and consumer overspending. Production and Operations Management, 27(8), 1455–1475. https://doi.org/10.1111/poms.12877
[4] The effects of constrained mobile coupons in the mobile channel (2023). Journal of Retailing and Consumer Services, 75, 103542. https://doi.org/10.1016/j.jretconser.2023.103542
[5] Yoshimura Y, Sobolevsky S, Bautista Hobin JN, Ratti C, Blat J (2018). Urban association rules: Uncovering linked trips for shopping behavior. Environment and Planning B: Urban Analytics and City Science, 45(2). https://doi.org/10.1177/0265813516676487
[6] Hashad AA, Wah KK, Alnoor A, Chew XY (2024). Exploratory analysis with association rule mining algorithms in the retail industry. Malaysian Journal of Computing, 9(1). https://doi.org/10.24191/mjoc.v9i1.21433
How to cite this paper
@article{1724503,
author = {Pratima S. Joshi, Vinay Kulkarni, Veena Raju},
title = {Minimum-Bill Thresholds in Promotional Milk Coupon Subscriptions: A Review of Consumer Redemption, Basket Value, and Association Rule Mining},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {5},
pages = {1693-1698},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1724503.pdf},
abstract = {A minimum-bill coupon requires a shopper to reach a specified transaction value before receiving the offer. This paper examines a milk coupon subscription in which the qualifying minimum bill is raised from Rs 99 to Rs 149, an increase of about 50.5%. Through a focused narrative review of studies on coupon redemption, sales promotions, conditional (minimum-spend) promotions and association rule mining in retail, it argues that the higher threshold may encourage some customers to add products to qualify while discouraging redemption among those whose usual baskets fall below the new threshold, so that the net effect on sales and profitability cannot be inferred from the threshold alone. The paper proposes a conceptual framework, five research questions and four hypotheses, and a methodology for future empirical work combining pre-post or comparison-group analysis of redemption and transaction value with Apriori-based market basket analysis, together with a set of evaluation metrics.},
keywords = {Milk coupon subscription; minimum-bill threshold; coupon redemption; sales promotion; market basket analysis; Apriori algorithm; association rules; retail analytics},
month = {November},
doi = {https://doi.org/10.64388/ire1724503}
}