Analysis of Sales Promotion Effects on Household Purchase Behavior

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Table 6.5: <strong>Promotion</strong>al sales percentages (volume and money) Product category 2000 2001 % Volume % Money % Volume % Money C<strong>of</strong>fee 24 19 27 22 Fruit juice 16 14 19 16 S<strong>of</strong>t drinks 28 24 30 26 Candy bars 31 27 31 26 Potato chips 28 24 30 26 Pasta 12 9 10 8 The percentages presented in Table 6.5 suggest that sales promotions have quite some influence on purchase behavior. On average, about one fourth <strong>of</strong> the total sales come from promotional sales. Furthermore, differences between product categories are found. <strong>Promotion</strong> response is empirically studied in detail in the subsequent two chapters. In-depth empirical investigations will be reported and discussed. Each chapter deals with one step <strong>of</strong> the two-step approach we have chosen in this research. First the drivers <strong>of</strong> sales promotion response are studied (Chapter 7). Subsequently the decomposition <strong>of</strong> household promotion response into sales promotion reaction mechanisms is dealt with (Chapter 8). 115
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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
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2.4 Concluding Remarks Regarding th
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stimulus-organism-response model) c
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Shoemaker 1987). Several factors ha
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such as display promotions. Althoug
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3.2.3 Type of resi
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3.2.5 Education Education links to
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these advantages therefore could be
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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 and 108: 96 We measure possible time acceler
Page 109 and 110: promotional post-promotional purcha
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: Table 6.4: Frequency distribution <
Page 129 and 130: promotional shopping trips during w
Page 131 and 132: Table 7.1 continued Variable Operat
Page 133 and 134: make n purchase decisions. But thos
Page 135 and 136: Table A7.1 ) are highly interrelate
Page 137 and 138: 126 Similar results are found regar
Page 139 and 140: Table 7.2: Relationship promotion r
Page 141 and 142: 7.5.2.2 Household Size As mentioned
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Page 149 and 150: Table 7.11: Relationship promotion
Page 151 and 152: households living on welfare would
Page 153 and 154: Table 7.14: Relationship promotion
Page 155 and 156: 144 In addition, the results for th
Page 157 and 158: Table 7.18: Results interaction sto
Page 159 and 160: Table 7.21: Results interaction bas
Page 161 and 162: present for the favorite brand. The
Page 163 and 164: Table 7.22 continued Hypothesis Fin
Page 165 and 166: elation between store loyalty and p
Page 167 and 168: categories. But, this has to be emp
Page 170 and 171: 8 EMPIRICAL ANALYSIS TWO: SALES PRO
Page 172 and 173: for the two indicators for each pro
Page 174 and 175: post-promotional estimates. The dif
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8.3 Testing the Hypotheses Relating
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The number of bran
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elationship between product categor
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guide purchases once consumers are
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8.4 Household Consistencies The pri
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a positive correlation between the
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promotional quantity are positively
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Table 8.7: Aggregated relative occu
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Table 8.7, and Table 8.8. But what
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promotional unit-sales across the c
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Table 8.10: Unit-sales decompositio
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Promotional unit s
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The first decomposition discussed a
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their purchases but also switched b
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9 CONCLUSIONS, DISCUSSION, AND SUGG
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drinks, fruit juice, cof</s
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Summarizing, the results are in acc
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to buy less than what it normally p
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favorite brands is about 40 percent
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(Van Heerde et al. 2001, 2002), the
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juice products. Thus, in general, a
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REFERENCES Abe, M. (1995), "A nonpa
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Bawa, K., Srinivasan, S.S. and R.K.
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Bucklin, R.E. and Sunil Gupta (1992
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Dekimpe, M.G. and D.M. Hanssens (19
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Foxall, G.R. and R.E. Goldsmith (19
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Huff, D. (1964), “Defining and Es
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Kim, B., Srinivasan, K. and R.T. Wi
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Lilien, G.L., Kotler, P. and K.S. M
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Narasimhan, C., Neslin, S.A. and Se
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Robertson, T.S., Zielinski, J. and
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Stewart, J. (1991), Econometrics, P
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Wedel, M., Kamakura, W.A., DeSarbo,
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APPENDIX A3: Operationalization Soc
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Table A4.1 continued Article Promot
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APPENDIX A6: Overview Variables Inv
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APPENDIX A7: Empirical Anal
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Table A7.1 continued Symbol Descrip
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Table A7.2 continued Variable B 1 S
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Table A7.3 continued Variable N1 N2
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Table A7.4 continued Variable B S.E
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Table A7.5 continued Variable B S.E
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APPENDIX A8: Empirical Anal
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Table A8.2: Product category rating
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Product Category 1 Product Category
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Table A8.3 continued Main effects Q
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Samenvatting Consumenten worden vee
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Deze gegevens worden gekoppeld aan
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Curriculum Vitae Linda H. Teunter w
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Title: Layout and Routing Methods f
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Title: The Business of</str
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Analysis o
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