Analysis of Sales Promotion Effects on Household Purchase Behavior

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Thus, store loyalty and promotion response are found to be negatively related for non-favorite brand promotions. Households that shop mainly within one store are not focused on promotions for non-favorite brands. As no differences were found across all promotions, store loyal households are focused mainly on promotions for their favorite brands, even more than other households. Therefore, store loyalty is negatively related with non-favorite brand promotions, but positively related with favorite brand promotions. 7.5.2.10 Basket Size and Shopping Frequency As basket size and shopping frequency are closely negatively related (both per shopping trip and overall), this section treats the results at the same time (Table 7.20). Table 7.20: Relationship basket size and shopping frequency with promotion response BASKET SIZE and SHOPPING FREQUENCY B S.E. Sign. Exp(B) BASKETSIZE 0.0936 0.0357 0.0088 1.0981 NSHOPTRIPS PRIMARY STORE -0.0460 0.0071 0.0000 0.9555 Test results: Basket size and promotion response are positively related. Shopping frequency and promotion response are negatively related. Large basket size shoppers make more use <strong>of</strong> the available promotions and frequent shoppers make less use <strong>of</strong> the available promotions. Table 7.21 shows that we find the same results for both in-store and out-<strong>of</strong>-store promotions (although the relationship between basket size and out-<strong>of</strong>-store promotional response is not significant). 147
Table 7.21: Results interaction basket size and shopping frequency with promotion type 148 response BASKET SIZE and SHOPPING FREQUENCY In-store promotions Out-<strong>of</strong>-store promotions B S.E. Sig Exp(B) B S.E. Sig Exp(B) BASKETSIZE 0.0903 0.0410 0.0275 1.0945 0.1083 0.0746 0.1467 1.1143 NSHOPTRIPS PRIMARY STORE -0.0462 0.0080 0.0000 0.9549 -0.0464 0.0162 0.0042 0.9547 Test results: Basket size and promotion response are positively related and shopping frequency and promotion response are negatively related to promotion response for both in-store and out-<strong>of</strong>-store promotions (although not-significant for basket size with respect to out-<strong>of</strong>-store promotions). Large basket shoppers are using both in-store and out-<strong>of</strong>-store promotions to a larger degree than small basket shoppers. Frequent shoppers make less use <strong>of</strong> both types <strong>of</strong> promotions. As discussed in Section 6.5, it turned out that the households in the analysis data set shop less frequently than in the entire household panel. The promotion response found and discussed in this research therefore could be positively biased. But, as mentioned in Section 6.5, this difference was caused by only a very small subset <strong>of</strong> the households. The general insights obtained from the households in the analysis data set are representative for the entire household panel and therefore provide valid insights into the general drivers <strong>of</strong> household’s promotional purchase behavior. 7.5.2.11 <strong>Promotion</strong> Type As mentioned in Section 7.5.2, dummy variables are incorporated in the analyses that represent the different types <strong>of</strong> promotions included in this research. Note that each record contains only one promotion type dummy that equals 1, which means the promotion type
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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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It represents the fraction
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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 156 and 157: anymore. Therefore it is concluded
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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
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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
Page 205 and 206: specific sales promotion reaction m
Page 207 and 208: 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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