Q: Why do manufacturers offer coupons?
A: It's all about name recognition. For instance, if we're shopping for clothing, we often can shop for a particular brand at a store that carries only that brand. But grocery brands don't have their own store. If you want to purchase something made by Kraft or Kellogg's or Green Giant, you can't go to a store that offers only products made by that manufacturer. To get their products to stand out among the other brands offered, many manufacturers will offer a coupon. It's another way of getting their logo and brand in your hand and head. The more you see it, the more likely you are to purchase their brand.