Analysis of Sales Promotion Effects on Household Purchase Behavior

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IPT − is smaller than IPT . We also expect that households purchase more <strong>of</strong> a product that is on promotion and then wait longer before they purchase again. So IPT + is expected to be larger than IPT . The sign <strong>of</strong> the net effect <strong>of</strong> sales promotions on purchase timing, IPT− + IPT+ 2 , depends on the quantity purchased. The following three measures will be used to assess the influence <strong>of</strong> sales promotions on a household’s inter purchase timing. ( 5) Time Acceleration effect : TA = IPT− − IPT . IPT The time acceleration effect is the relative change in the length <strong>of</strong> the pre-promotional interpurchase time (expected to be ≤ 0). IPT − IPT ( 6) Time Readjustment effect: TR = + . IPT The time readjustment effect is the relative change in the length <strong>of</strong> the post-promotional interpurchase time (expected to be ≥ 0). ( 7) Time Net effect : TN = ( TA + TR) / 2 = ( IPT− + IPT+ ) / 2) − IPT IPT . The time net effect is the intertemporal relative net change in the length <strong>of</strong> the interpurchase time. 5.4.2.3.2 Purchase Quantity The purchase quantity effect is measured by comparing the average purchase volume during non-promotional or not utilized promotional shopping trips ( q ) with the average quantity bought during the non-promotional or not utilized promotional pre-promotional shopping trip ( q − ), the average quantity bought during a utilized promotional shopping trip ( q 0 ), and the average quantity bought during a non-promotional or not utilized 97
promotional post-promotional purchased volume ( q + ). The four purchase quantity measures are as follows (again using ratio measures for normalization purposes): ( 8) Quantity Before effect: QB = q− − q q . The quantity before effect is the relative change <strong>of</strong> the pre-promotional purchase quantity (expected to be ≤ 0). q0 − q ( 9) Quantity <strong>Promotion</strong>al effect : QP = . q The quantity promotional effect is the relative change <strong>of</strong> the promotional purchase quantity (expected to be ≥ 0). ( 10) Quantity After effect : QA = q+ − q q . The quantity after effect is the relative change <strong>of</strong> the post-promotional purchase quantity (expected to be ≤ 0). ( 11) Quantity Net effect : QN = ( QB + QP + QA) / 3 = (( q− + q0 + q+ ) / 3) − q . q The quantity net effect is the intertemporal net relative change in purchase quantity. We doubt whether the quantity before effect (QB) is significant. If so, it is expected to be negative (anticipation effects). We do expect the two other effects to be present. The quantity promotional effect (QP) is expected to be positive, households buying more <strong>of</strong> a product when it is on promotion. However, there are also counter-arguments. The quantity promotion effect could be negative if households are less willing to take risks for a nonfavorite brand. A large positive time acceleration effect could also go hand in hand with a negative quantity effect, as a result <strong>of</strong> the higher average remaining stock at the purchase time. The quantity after effect (QA) is expected to be negative, due to possible promotional stockpiling effects. The sign <strong>of</strong> the quantity net effect (QN) depends on whether or nor changes in purchase time take place. Extra promotional purchases can lead 98
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LINDA H. TEUNTER Analysis</
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Analysis o
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Voorwoord Soms valt de appel echt n
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Contents 1 INTRODUCTION AND OVERVIE
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5.4.2.3.1 Inter Purchase Time .....
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1 INTRODUCTION AND OVERVIEW 1.1 Int
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generally generated from a smaller
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switching, purchase acceleration, c
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strategy change (decrease in promot
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of promotions, or
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characteristics are important in ex
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Chapter 5 are applied to study the
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2 THEORIES OF CONSUMER BUYING BEHAV
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systematically explored the decisio
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the part of the co
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As mentioned before, Figure 2.3 is
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product use coupled with the import
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2.3.2 Stimulus-Response Model Appli
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2.3.2.2 Operant Conditioning In ope
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X is very popular that it will brin
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But, in contrast, economic theory c
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compared to a perceived benchmark -
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High need-for-cognition (NFC) indiv
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2.3.4.2 Literature Overview Our rev
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The previously described research h
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has its deficiencies. Any purchase
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Chandon et al. 2000). But deal pron
Page 58 and 59: 2.4 Concluding Remarks Regarding th
Page 60: stimulus-organism-response model) c
Page 63 and 64: Shoemaker 1987). Several factors ha
Page 65 and 66: such as display promotions. Althoug
Page 67 and 68: 3.2.3 Type of resi
Page 69 and 70: 3.2.5 Education Education links to
Page 71 and 72: these advantages therefore could be
Page 73 and 74: less likely to seek variety. More e
Page 75 and 76: 3.3.1 Store Loyalty Store loyalty s
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Page 79 and 80: Table 3.12 continued Hypothesis H9a
Page 81 and 82: 4.2.1 Brand Switching Brand switchi
Page 83 and 84: involvement purchases for most cons
Page 85 and 86: Neslin (1998), there is a great nee
Page 87 and 88: are called “attributions.” Attr
Page 89 and 90: and less than 2 percent by stockpil
Page 91 and 92: into a unit sales decomposition and
Page 93 and 94: 4.3.4 Storability/Perishability Sto
Page 95 and 96: Economic theory ignores mental deci
Page 97 and 98: seeking (cf. Assael 1987, Desphande
Page 99 and 100: there another factor that is relate
Page 101 and 102: Pr(event) 90 = 1+ 1 z e − Here Z
Page 103 and 104: 5.4.2 Sales <stron
Page 105 and 106: It represents the fraction
Page 107: 96 We measure possible time acceler
Page 111 and 112: ( 12) CategoryExpansion effect : 10
Page 114: PART II EMPIRICAL ANALYSIS 103
Page 117 and 118: more persons living together and di
Page 119 and 120: 6.4 Linking Household and Store Dat
Page 121 and 122: Table 6.1 contains the results <str
Page 123 and 124: The age of the sho
Page 125 and 126: Table 6.4: Frequency distribution <
Page 128 and 129: 7 EMPIRICAL ANALYSIS ONE: DRIVERS O
Page 130 and 131: Table 7.1: Operationalization <stro
Page 132 and 133: during 435 shopping trips more than
Page 134 and 135: The variables size, age, and cycle
Page 136 and 137: 7.5 Results Drivers of</str
Page 138 and 139: esponsive the households within tha
Page 140 and 141: Table 7.3: Relationship promotion r
Page 142 and 143: indication that decreasing marginal
Page 148 and 149: Table 7.10: Relationship promotion
Page 154 and 155: 7.5.2.8 Variety Seeking Two intrins
Page 156 and 157: anymore. Therefore it is concluded
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Thus, store loyalty and promotion r
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dummies add up to one. This implies
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Table 7.22: Overview empirical test
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enacting-on-impulse hypothesis and
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Table 7.23: Summary of</str
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Table 7.24: Correlation error coeff
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another category? Or do households
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and unweighted. With respect to the
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164 In general, the average quantit
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Purchase frequency is defined as th
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Table 8.3: Product category rating
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Table 8.4: Pearson correlation betw
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We hypothesized that within impulse
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measure (PU). Referring to Figure A
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Table 8.6: Significant within categ
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looked at this promotional bump dec
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Table 8.8: Differences in promotion
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approach (about one third) are much
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promotions lead to large purchase t
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studies. Promotion
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Promotional extra
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categories revealed that the strong
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degree. When households switch bran
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specific sales promotion reaction m
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increasing (Inman and Winer 1998),
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indirectly from promotional purchas
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quantity downward for potato chips.
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9.2.2.3 Deal Proneness With respect
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204 related to promotion response.
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influenced by out-of</stron
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Andrews, K.Z. (1997), “Do Marketi
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Blattberg, R.C., Eppen, G.D. and J.
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Chintagunta, P. (1993), “Investig
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East, R. and K. Hammond (1996), “
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Gupta, Sachin and P.K. Chintagunta
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Kahn, B.E., Morrison, D.G.and G.P.
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Lattin, J.M. and R.E. Bucklin (1989
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McAlister, L. and E. Pessemier (198
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Petty, R.E. and J.T. Cacioppo (1981
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Shimp, T.A. (1990). Promoti
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Van Trijp, H.C.M. and J.B.E.M. Stee
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Winer, R.S., Bucklin, R.E., Deighto
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APPENDIX A4: Research Overview Tabl
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Table A4.1 continued Article Promot
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� Size of munici
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Table A7.1 continued Symbol Descrip
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Table A7.2: Data legitimacy check (
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Table A7.3: Results binary logistic
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Table A7.4: Results interacting wit
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Table A7.5: Results age and size no
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Table A7.5 continued Variable B S.E
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Table A8.1 continued Impulse BS TA
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Table A8.2 continued Number <strong
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Table A8.3: Relative occurrence and
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Figure A8.2: Decomposing total prom
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interessante aanbieding is. Combina
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aantalmerken in een categorie en im
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ERASMUS RESEARCH INSTITUTE OF MANAG
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Title: Beyond Generics;A closer loo
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Title: Planning and Control Concept
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