Analysis of Sales Promotion Effects on Household Purchase Behavior

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