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Many companies offer discount coupons in comic magazines for the public. In this situation a buyer has to cut a coupon out of a magazine

Many companies offer discount coupons in comic magazines for the public. In this situation a buyer has to cut a coupon out of a magazine to get a discount of 20% on his next purchase. Why do you think firms use this method instead of just lowering the price? Hint: Use practical knowlege of consumer behaviour theory with the price discrimination principles you learnt

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