First coupon reduces the buying price from $400 to (1-0.1)*400 = 0.9*400 = 360 dollars. Second coupon reduces the buying price from $360 to (1-0.15)*360 = 0.85*360 = 306 dollars. The total discount rate of the two coupons is= 0.235. Notice the remarkable fact that this value of 0.235 coincides with 1 - (1-0.1)*(1-0.75) = 1 - 0.9*0.85 = 0.235. It explain you an idea on HOW TO calculate an effective discount rate for a chain of discounts.