MARKETERS: BEWARE THE COUPON MOM. (cover story)

The article considers the use of coupons while shopping by women consumers. Gina Lincicum, a housewife and mother in Virginia, is presented as an example of a so-called enthusiast, the women consumers who use coupons extensively and comprise a large percentage of coupon redemptions. Lincicum displays extensive knowledge of corporate marketing techniques as she goes food shopping in a supermarket, achieving considerable savings through her coupon use. INSET: HOW TO FILL YOUR PANTRY FOR PENNIES? YEP, THERE'S A CLASS FOR THA.