Both structure matrix and the coefficients should be used to fully understand the nature of your classification, still, many statisticians usually give a major importance to the coefficients.
Now, regarding your results, well, there are many reasons why you might not see much difference in your coefficients. First, make sure you are analyzing the standardized coefficients, which are more informative (specially if you have different scales). Try also looking at the classification table. Is your model good for classifying? Is it better than random? Look for the
Jacknife's Leave-One-Out Cross Validation , that way you can see whether your predictors are useful or not. In fact, considering the number of variables you have, you could be over-fitting the model (that is, you have more predictors than you need); try reducing your variables and analyze how the miss-classification changes.
Finally, make sure your models met the assumptions of linear discriminant analysis, such as multivariate normality and equal covariance matrix among groups. Besides It seems you have many groups, so you would need a good sample size to provide power to the analysis and the discriminant analysis can be sensitive to big differences in sample sizes for groups.
I hope that's not too confusing

Good luck