Analysis of Sales Promotion Effects on Household Purchase Behavior
Analysis of Sales Promotion Effects on Household Purchase Behavior
Analysis of Sales Promotion Effects on Household Purchase Behavior
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5.4.2.3.1 Inter <strong>Purchase</strong> Time .................................................96<br />
5.4.2.3.2 <strong>Purchase</strong> Quantity ....................................................97<br />
5.4.2.4 Category Expansi<strong>on</strong>..................................................................99<br />
PART II EMPIRICAL ANALYSIS .................................................................................103<br />
6 DATA DESCRIPTION.....................................................................................105<br />
6.1 Introducti<strong>on</strong>.........................................................................................................105<br />
6.2 <strong>Household</strong> Level Scanner Data...........................................................................105<br />
6.3 Store Level <str<strong>on</strong>g>Promoti<strong>on</strong></str<strong>on</strong>g>al Data.............................................................................107<br />
6.4 Linking <strong>Household</strong> and Store Data .....................................................................108<br />
6.5 Representativeness <strong>Household</strong> <str<strong>on</strong>g>Analysis</str<strong>on</strong>g> Set .......................................................109<br />
6.6 General Descriptive Statistics <str<strong>on</strong>g>Analysis</str<strong>on</strong>g> Data Set ................................................111<br />
7 EMPIRICAL ANALYSIS ONE: DRIVERS OF SALES PROMOTION<br />
RESPONSE .......................................................................................................117<br />
7.1 Introducti<strong>on</strong>.........................................................................................................117<br />
7.2 Operati<strong>on</strong>alizati<strong>on</strong>...............................................................................................117<br />
7.3 Data Set...............................................................................................................120<br />
7.4 Variable Screening..............................................................................................122<br />
7.5 Results Drivers <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>Promoti<strong>on</strong></str<strong>on</strong>g> Resp<strong>on</strong>se..............................................................125<br />
7.5.1 Data Legitimacy Check.........................................................................125<br />
7.5.2 Results Hypotheses Testing <strong>Household</strong> (<strong>Purchase</strong>) Characteristics<br />
Related to <str<strong>on</strong>g>Promoti<strong>on</strong></str<strong>on</strong>g> Resp<strong>on</strong>se............................................................126<br />
7.5.2.1 Social Class.............................................................................127<br />
7.5.2.2 <strong>Household</strong> Size .......................................................................130<br />
7.5.2.3 Type <str<strong>on</strong>g>of</str<strong>on</strong>g> Residence ..................................................................131<br />
7.5.2.4 Age <str<strong>on</strong>g>of</str<strong>on</strong>g> the Shopping Resp<strong>on</strong>sible Pers<strong>on</strong> ...............................133<br />
7.5.2.5 Educati<strong>on</strong> ................................................................................135<br />
7.5.2.6 Employment Situati<strong>on</strong>.............................................................137<br />
7.5.2.7 Presence <str<strong>on</strong>g>of</str<strong>on</strong>g> N<strong>on</strong>-school Age Children....................................140<br />
7.5.2.8 Variety Seeking.......................................................................143<br />
7.5.2.9 Store Loyalty...........................................................................145<br />
7.5.2.10 Basket Size and Shopping Frequency.....................................147<br />
7.5.2.11 <str<strong>on</strong>g>Promoti<strong>on</strong></str<strong>on</strong>g> Type ......................................................................148<br />
7.5.3 C<strong>on</strong>tributi<strong>on</strong>s <str<strong>on</strong>g>of</str<strong>on</strong>g> the Study Regarding the Relati<strong>on</strong>ship between<br />
<strong>Household</strong> (<strong>Purchase</strong>) Characteristics and <str<strong>on</strong>g>Promoti<strong>on</strong></str<strong>on</strong>g> Resp<strong>on</strong>se..........150<br />
7.6 Deal Pr<strong>on</strong>eness....................................................................................................154<br />
7.6.1 Across Product Category Dependence..................................................156