Analysis of Sales Promotion Effects on Household Purchase Behavior

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Table 7.10: Relationship promotion response and education EDUCATION (number <strong>of</strong> years <strong>of</strong> schooling) H6a: The positive relationship between education and promotion response is stronger for out-<strong>of</strong>-store than for in-store promotions. In-store promotions Out-<strong>of</strong>-store promotions B S.E. Sign. Exp(B) B S.E. Sign. Exp(B) - standard (6 years) 0.0161 0.2378 0.9459 1.0163 -0.3560 0.5380 0.5081 0.7005 - lower (10 years) -0.2880 0.1212 0.0175 0.7498 -0.2442 0.2123 0.2501 0.7834 - middle (12 years) 0.1693 0.0976 0.0828 1.1845 -0.0197 0.1822 0.9140 0.9805 Test results: The positive relationship between education (otherwise than social class) and promotion response does not exist, neither for in-store nor for out-<strong>of</strong>-store promotions. 7.5.2.6 Employment Situation The employment situation relates to at least two important drivers <strong>of</strong> promotion response: income and available time. Two hypotheses were developed in Section 7.2.6. The first deals with households without a paid job (either living on welfare, being unemployed, or being retired). The second deals with households were the shopping responsible person has a paid job out <strong>of</strong> the house. Table 7.11 and Table 7.12 contain the results <strong>of</strong> the logistic analysis. Table 7.11 contains the general results and Table 7.12 contains the results when taking possible interaction effects <strong>of</strong> the different promotion types into account. 137
Table 7.11: Relationship promotion response and employment situation EMPLOYMENT SITUATION H7: Retired households or households living on welfare are more promotion responsive. H8: Households where the shopping responsible person has a paid job are less promotion responsive. B S.E. Sign. Exp(B) - paid job 0.5352 0.0769 0.0000 1.7078 - retired, welfare 0.2972 0.0886 0.0008 1.3461 - school -0.6966 0.1433 0.0000 0.4983 - housewife/ househusband -0.1360 0.0985 0.1681 0.8730 Test results: Retired households/households living on welfare use promotions more than average. But households in which the shopping responsible person has a paid job are the most promotion responsive. Both households in which the shopping responsible person has a paid job and retired households and households living on welfare use promotions above average. Working shopping responsible households even use promotions more than retired households (results are not reported). School going shoppers are found to be the least promotion responsive. Whether these findings still hold when we distinguish between in-store and out<strong>of</strong>-store promotions is investigated using the outcomes presented in Table 7.12. 138
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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
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Economic theory ignores mental deci
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Page 101 and 102: Pr(event) 90 = 1+ 1 z e − Here Z
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Page 107 and 108: 96 We measure possible time acceler
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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 150 and 151: Table 7.12: Relationship promotion
Page 152 and 153: Table 7.13: 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
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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
Page 197 and 198: 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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