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Abstract
The paper investigates consumer evaluation of coupon scheme, such as coupon proneness, value consciousness, price consciousness, redeeming coupon and subjective norms. The empirical analysis suggests that marketers can create the coupon schemes with the higher value consciousness in sensible approach for FMCG. While designing coupon schemes for FMCG, they might introduce various forms like clipping coupons with sense of joy to promote the sale. The marketers might need to think about effective communication strategies that can counter the favorable perception towards coupon promotion schemes to sustain in market. The coupon scheme used as effective marketing techniques which should be designed to entice a customer to take a specific action respectively