Analysis of Sales Promotion Effects on Household Purchase Behavior

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Table 7.22: Overview empirical testing <strong>of</strong> derived hypotheses regarding drivers <strong>of</strong> promotion response Hypothesis Findings H2: Social class and promotion response are positively related. (NR=not rejected R = rejected) NR H2a: The positive relationship between social class and promotion response is stronger for in-store promotions than for out-<strong>of</strong>-store promotions. NR H3: Household size and promotion response are positively NR related. H4: Households living in a larger house (not in an apartment) are more promotion responsive. R H4a: Size <strong>of</strong> the house is more important for in-store promotions than for out-<strong>of</strong>-store promotions. NR H5: Age and promotion response are U-shaped related. R H5a: Young shoppers are relatively more in-store promotion responsive whereas older shoppers are relatively more out<strong>of</strong>-store promotion responsive. R H6: Education and promotion response are positively related. R H6a: The positive relationship between education and R H7: promotion response is stronger for out-<strong>of</strong>-store promotions than for in-store promotions. Retired households and households living on welfare are more promotion responsive. R H7a: Retired households and households living on welfare are more promotion responsive, especially for out-<strong>of</strong>-store promotions. NR continued 151
Table 7.22 continued Hypothesis Findings H8: Households where the shopping responsible person has a paid job are less promotion responsive. 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. H9: The presence <strong>of</strong> non-school age children in the household and promotion response are negatively related. H9a: The presence <strong>of</strong> non-school age children in the household and promotion response are negatively related, especially for out-<strong>of</strong>-store promotions. H10: Intrinsic variety seeking and promotion response are not 152 related. H11: Store loyalty and promotion response are negatively related. H11a: Store loyalty and promotion response are negatively related, especially for out-<strong>of</strong>-store promotions. (NR=not rejected R = rejected) R Out <strong>of</strong> the 10 hypotheses tested across in-store and out-<strong>of</strong>-store promotions, 4 hypotheses were not rejected. Two <strong>of</strong> these empirical outcomes confirm the two relationships most consistently described in literature. The positive relationship between size <strong>of</strong> the household and promotion response (H3) and the negative relationship between promotion response and the presence <strong>of</strong> young, non-school age children (H9) were supported in this research. The presence <strong>of</strong> non-school age children is found to be detrimental for promotion response, especially for out-<strong>of</strong>-store promotions. The two other hypotheses supported by the empirical findings led to new insights as prior research led to inconsistent results. Social class and promotion response were found to be positively related (H2), even more strongly positive for in-store promotions (H2a), supporting the R NR NR NR R R
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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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96 We measure possible time acceler
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promotional post-promotional purcha
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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
Page 158 and 159: Thus, store loyalty and promotion r
Page 160 and 161: dummies add up to one. This implies
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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Page 207 and 208: increasing (Inman and Winer 1998),
Page 209 and 210: indirectly from promotional purchas
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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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