Analysis of Sales Promotion Effects on Household Purchase Behavior

Table 7.12: Relationship promotion response and employment situation (distinguishing
between in-store and out-<strong>of</strong>-store promotions)
EMPLOYMENT SITUATION
H7a: Retired households or households living on welfare are more promotion responsive,
especially for out-<strong>of</strong>-store promotions.
H8a: Households where the shopping responsible person has a paid job are less out-<strong>of</strong>store
promotion responsive, but not less in-store promotion responsive.
In-store promotions Out-<strong>of</strong>-store promotions
B S.E. Sign. Exp(B) B S.E. Sign. Exp(B)
- paid job 0.5471 0.0877 0.0000 1.7283 0.4627 0.1657 0.0052 1.5884
- retired, welfare 0.3773 0.1004 0.0002 1.4584 -0.0088 0.1977 0.9647 0.9913
- school -0.7166 0.1625 0.0000 0.4884 -0.5367 0.3047 0.0782 0.5847
- housewife
househusband
-0.2078 0.1138 0.0679 0.8123 0.0827 0.2051 0.6869 1.0862
Test results: Retired households/households living on welfare are not more out-<strong>of</strong>-store
promotion responsive. When the shopping responsible person has a paid job out <strong>of</strong> the
house, both in-store and out-<strong>of</strong>-store promotions are used more.
These results do seem to indicate that retired households, or households living on welfare
are above average promotion responsive for in-store promotions, but not for out-<strong>of</strong>-store
promotions. We remark that the biggest group <strong>of</strong> households are retired (from the 25
households there are only 3 <strong>of</strong> them living on welfare). Households in which the shopping
responsible person has a paid job are the most promotion responsive, both with regard to
in-store and out-<strong>of</strong>-store promotions.
Additional analyses (results not shown) in which the paid job category served as
the reference category pointed out that households living on welfare do not use in-store
promotions significantly less, but they do use out-<strong>of</strong>-store promotions significantly less
than the households with a paid job for the shopping responsible person. These findings are
completely opposite to our expectation and to what prior research concluded or argued.
Based on the time-constraint and the income constraint, we expected to find that the
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