Analysis of Sales Promotion Effects on Household Purchase Behavior

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Table 7.8: Relationship promotion response and age AGE H5a: Young shoppers are relatively more in-store promotion responsive whereas older shoppers are relatively more out-<strong>of</strong>-store promotion responsive. In-store promotions Out-<strong>of</strong>-store promotions B S.E. Sign. Exp(B) B S.E. Sign. Exp(B) Coefficient linear model in 0.1978 0.0262 0.0000 1.2187 0.0657 0.0477 0.1679 1.0679 - 20-34 -0.6945 0.0667 0.0000 0.4993 -0.3140 0.1103 0.0044 0.7305 - 35-49 0.1037 0.0556 0.0622 1.1092 -0.0710 0.1014 0.4839 0.9315 - >=50 0.5909 0.0692 0.0000 1.8055 0.2705 0.1372 0.0487 1.3107 Test results: young shoppers are not more in-store promotion responsive than older shoppers. Empirical support for a positive relationship between age and promotion response is found for both in-store and out-<strong>of</strong>-store promotions (although the effect is weaker for out-<strong>of</strong>-store promotions). Type <strong>of</strong> promotion does seem to interact with age regarding promotion response (the coefficients change). But, older consumers use promotions significantly more in general, in-store and out-<strong>of</strong>-store (this was checked by running the analysis using the youngest shoppers as reference category (results are not shown)). It is concluded that age and promotion response are positively related. Therefore, the U-shape relationship is not found due to lack <strong>of</strong> promotion response among the young shoppers in the data set. Quite to our surprise, we do not find empirical evidence for young shoppers using in-store promotions more than older shoppers. They use in-store promotion (and out-<strong>of</strong>-store promotions) the least. 7.5.2.5 Education As mentioned in Section 7.4, education and social class are intertwined. To solve this problem, education was logistically regressed on social class and three out <strong>of</strong> the four 135
esulting residuals were incorporated in the binary logistic regression model for promotion response (omitting the highest level <strong>of</strong> education). The findings regarding the relationship between education and promotion response can be found in Table 7.9. The variables represent the effect <strong>of</strong> education as far as it is not incorporated in social class. The estimated parameters are relative to the highest level <strong>of</strong> education. Table 7.9: Relationship promotion response and education EDUCATION (number <strong>of</strong> years <strong>of</strong> schooling) H6: Education and promotion response are positively related. B S.E. Sign. Exp(B) - standard (6 years) 0.0013 0.2138 0.9950 1.0013 - lower (10 years) -0.2480 0.1044 0.0174 0.7801 - middle (12 years) 0.1324 0.0858 0.1226 1.1416 Test results: Education (after having corrected for social class) and promotion response are not positively related. The influence <strong>of</strong> education after correcting for the influence <strong>of</strong> social class on promotion response, is not significantly positive. The general assumption is that with experience (reflected in for example age and education), consumers are more efficient and have greater capability to engage in search. Although we did find a positive relationship between age and promotion response, the positive relationship between education (otherwise then measured by social class) and promotion response is not empirically supported. <strong>Promotion</strong> type could be interacting with the relationship between education and promotion response. Out-<strong>of</strong>-store promotions need more search behavior, which could be carried out more efficiently by more highly educated households. The results are presented in the Table 7.10. Based on the results, one could conclude that the effect <strong>of</strong> education after correcting for social class seems to be positive. But, the coefficients are not significant. 136
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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
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3.3.1 Store Loyalty Store loyalty s
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more often (probab
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Table 3.12 continued Hypothesis H9a
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4.2.1 Brand Switching Brand switchi
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involvement purchases for most cons
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Neslin (1998), there is a great nee
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are called “attributions.” Attr
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and less than 2 percent by stockpil
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into a unit sales decomposition and
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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 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 144 and 145: Table 7.6: Relationship promotion r
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
Page 158 and 159: Thus, store loyalty and promotion r
Page 160 and 161: dummies add up to one. This implies
Page 162 and 163: Table 7.22: Overview empirical test
Page 164 and 165: enacting-on-impulse hypothesis and
Page 166 and 167: Table 7.23: Summary of</str
Page 168: Table 7.24: Correlation error coeff
Page 171 and 172: another category? Or do households
Page 173 and 174: and unweighted. With respect to the
Page 175 and 176: 164 In general, the average quantit
Page 177 and 178: Purchase frequency is defined as th
Page 179 and 180: Table 8.3: Product category rating
Page 181 and 182: Table 8.4: Pearson correlation betw
Page 183 and 184: We hypothesized that within impulse
Page 185 and 186: measure (PU). Referring to Figure A
Page 187 and 188: Table 8.6: Significant within categ
Page 189 and 190: looked at this promotional bump dec
Page 191 and 192: Table 8.8: Differences in promotion
Page 193 and 194: approach (about one third) are much
Page 195 and 196: 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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