Analysis of Sales Promotion Effects on Household Purchase Behavior

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7.5.2.8 Variety Seeking Two intrinsic variety seeking measures are incorporated in this study (VARSEEK1 and VARSEEK2 from Table A7.1). The first is the probability <strong>of</strong> a switch from a favorite brand to other brands when there are no promotions present (BSNP, the exact definition is provided in Section 5.4.2.2). This measure corresponds most closely with the intrinsic variety seeking discussed in most prior research on variety seeking (see Section 2.3.5). Second, the number <strong>of</strong> different favorite brands throughout the model calibration period (1996-1997) is incorporated as a variety seeking measure. Their relation (logistic regression) with promotion response is given in Table 7.15. Table 7.15: Relationship variety seeking and promotion response all promotions VARIETY SEEKING H10: Intrinsic variety seeking and promotion response are not related. BSnp (Brand Switch index for Non-<strong>Promotion</strong>al shopping trips) Number <strong>of</strong> favorite brands B S.E. Sign. Exp(B) 0.0378 0.1122 0.7363 1.0385 -0.1870 0.0341 0.0000 0.8292 Test results: Variety seeking and promotion response are negatively related. Households that switch brands due to intrinsic reasons (VARSEEK1, BSnp) do not use promotions more. It seems as though the presence <strong>of</strong> promotions in the retail store is not a strong enough factor to influence intrinsic variety seekers. Intrinsic variety seekers do not switch for economic benefits. This finding underlines the hypothesis that intrinsic and extrinsic variety seeking are not related, which in turn underlines the importance <strong>of</strong> separating intrinsically and extrinsically motivated variety seeking (cf. Van Trijp et al. 1996). 143
144 In addition, the results for the second indicator <strong>of</strong> variety seeking, indicate that households with more favorite brands even make less use <strong>of</strong> the available promotions. Brand loyalty therefore seems to be a more important driver than variety seeking. Variety seeking leads to less loyalty and to less promotion response. When we want to get more precise knowledge on the effects <strong>of</strong> variety seeking on sales promotion response, we should actually look at the effect <strong>of</strong> for example BSnp on promotion response for non-favorite brand promotions. Table 7.16 contains the resulting coefficients when only promotions for non-favorite brands are included in the analysis. The results from this analysis are not reported in an additional table. With respect to the relationship between household characteristics and promotion response, no differences were found when incorporating only non-favorite brand promotions in the analysis. Only for the household purchase process characteristics differences were encountered. These will be discussed in the corresponding sub-sections. Table 7.16: Relationship variety seeking and promotion response non-favorite brand promotions (N=15060) VARIETY SEEKING H10: Intrinsic variety seeking and promotion response are not related. BSnp (Brand Switch index for Non-<strong>Promotion</strong>al shopping trips) Number <strong>of</strong> favorite brands B S.E. Sign. Exp(B) 0.0301 0.1277 0.8135 1.0306 -0.0659 0.0377 0.0808 0.9362 Test results: Variety seeking and promotion response are not related. The resulting coefficients are in accordance with the foregoing finding, intrinsic and extrinsic variety seeking are not related. <strong>Sales</strong> promotions do not drive the ‘real’ (intrinsic) variety seekers to try a different brand. Furthermore, no significant effect <strong>of</strong> the second variety seeking measure (number <strong>of</strong> favorite brands) on promotion response is found
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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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seeking (cf. Assael 1987, Desphande
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there another factor that is relate
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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
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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 148 and 149: Table 7.10: Relationship promotion
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
Page 197 and 198: studies. Promotion
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Page 201 and 202: categories revealed that the strong
Page 203 and 204: 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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