Analysis of Sales Promotion Effects on Household Purchase Behavior

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anymore. Therefore it is concluded that variety seeking and promotion response are not related. As the relationship between variety seeking and promotion response is found to be negative across all promotions, and non-existing for non-favorite brand promotions, this relationship has to be even stronger negative for favorite brand promotions. This implies that when a household likes to seek variety, a promotion for the favorite brand decreases the purchase probability. 7.5.2.9 Store Loyalty Two indicators <strong>of</strong> store loyalty are incorporated in this study: (1) number <strong>of</strong> chains visited, and (2) share <strong>of</strong> primary store in FMCG expenditures. The results from Table 7.17 show that households that shop in more retail stores do use the available promotion to a larger degree (although not significantly at the 0.05 significance level). This indicates a negative relationship between store loyalty and promotion response. The FMCG share variable also leads to this result, although again non-significant. Table 7.17: Relationship store loyalty and promotion response STORE LOYALTY H11: Store loyalty and promotion response are negatively related. B S.E. Sign. Exp(B) SHOPSHAR -0.0270 0.0316 0.3886 0.9731 NCHAINS 0.0735 0.0432 0.0890 1.0763 Test results: Store loyalty and promotion response are not significantly related. As mentioned in Section 3.3.1, we do expect that promotion type interacts with store loyalty. The results in Table 7.18 indicate, however, that the relationship between store loyalty and promotion response is non-significant for both in-store and out-<strong>of</strong>-store promotions. 145
Table 7.18: Results interaction store loyalty with promotion type response STORE LOYALTY H11a: Store loyalty and promotion response are negatively related, especially for out-<strong>of</strong>- store promotions. In-store promotions Out-<strong>of</strong>-store promotions B S.E. Sign. Exp(B) B S.E. Sign. Exp(B) SHOPSHAR -0.0389 0.0359 0.2786 0.9618 0.0007 0.0691 0.9923 1.0007 NCHAINS 0.0783 0.0487 0.1079 1.0814 0.0726 0.0963 0.4510 1.0753 Test results: Store loyalty and promotion response are not significantly related. But, as mentioned when dealing with variety seeking, different results are found when we take only promotions for non-favorite brands into account. The results can be found in Table 7.19. Table 7.19: Relationship store loyalty and promotion response (non-favorite brand promotions) STORE LOYALTY H11: Store loyalty and promotion response are negatively related. B S.E. Sign. Exp(B) SHOPSHAR -0.0969 0.0361 0.0072 0.9362 NCHAINS 0.1221 0.0492 0.0131 1.1298 Test results: Store loyalty and promotion response are negatively related. For non-favorite brand promotions we do find a significant negative relation between store loyalty and promotion response. Households that are more loyal towards their primary store, turn out to be less promotion responsive for non-favorite brand promotions. Building store loyalty therefore seems to be beneficial both for the retailer and for the brand manager <strong>of</strong> the favorite brand <strong>of</strong> a household. No significant results were found when taking differences between different types <strong>of</strong> promotions into account (in-store and out-<strong>of</strong>store promotions). 146
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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
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5.4.2 Sales <stron
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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 154 and 155: 7.5.2.8 Variety Seeking Two intrins
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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Page 201 and 202: categories revealed that the strong
Page 203 and 204: degree. When households switch bran
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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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