A large amount of companies’ budgets are invested in sales promotions, which have contributed to a higher interest of companies to forecast which marketing strategy is the most effective one towards increasing the purchase intention before they implement it.

The purpose of this thesis is to research the two most used sales promotions, coupons and discounts, in order to find out which type of these two is most efficient in influencing the consumers’ purchase when it concerns the product category of convenience products with a price reduction of 30%. How consumers buying proceed has in this thesis been based on the buying decision process. The study will also examine if different age groups are affected differently.

The author of this thesis has used a quantitative method where the data collection has been made through a survey. The respondents of this survey were 100 persons. The questionnaire included statements and questions developed by the author.

The result showed that the respondents agreed more to discounts than coupons for the majority of the statements and questions. When the author rounded off the result it showed that there were small differences between coupons and discounts and therefore a conclusion was reached that coupons and discounts are equally effective when influencing the consumers’ buying decision process.