Despite their inherent messiness, consumers aren’t about togive up on a mode of savings that is so much under their control.Afer all, the price savings from a coupon is guaranteed to godirectly to the consumer using it. A coupon can allow a consumerto purchase brand-name products at the same, or sometimes evena lower price, than a store brand. And only the coupon-using consumerobtains those benefits.

-Mary Potter Kenyon

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