Analysis of Sales Promotion Effects on Household Purchase Behavior

measure (PU). Referring to Figure A8.1, the correlation coefficients are computed between
for example the promotional utilization estimates (PU) for candy bars and potato chips, etc.
Table 8.5: Across product categories correlations within sales promotion reaction
mechanisms
candy bars
potato chips PU(+)
BS(-)
s<strong>of</strong>t drinks
potato chips s<strong>of</strong>t drinks c<strong>of</strong>fee fruit juice
c<strong>of</strong>fee TN(+) TR(+)
fruit juice PU(+)
BS(+)
PU(+)
pasta BS(+) BS(-) QN(-) QN(+)
With respect to promotional utilization (PU), no significant negative coefficients are found (at
least not at the 0.05 significance level). Only three out <strong>of</strong> the possible 15 significant positive
relationships are found (between potato chips and candy bars, between potato chips and fruit
juice, and between fruit juice and c<strong>of</strong>fee). Deal proneness is not observed, confirming the
findings from Chapter 7.
Next, it is investigated whether the across product category consistencies change
when we look at the specific sales promotion reaction mechanisms that occur rather than
whether or not a response occurs. Consistency at the promotion response level does not mean
that households that use promotions in one category, leading to brand switching, also switch
brands in a different category. As can been seen from Table 8.5, almost as many positive as
negative correlations are found when looking at the sales promotion reaction mechanisms.
Concluding, a consistent pattern in sales promotion reaction mechanisms across different
product categories is not found.
8.4.2 Within Product Category Consistencies Across <strong>Sales</strong> <strong>Promotion</strong>
174
Reaction Mechanisms
In this sub-section, we investigate whether promotion effects on households are consistent
within a category across the different sales promotion reaction mechanisms. Table 8.6
contains the significant correlation coefficients. First <strong>of</strong> all, we have to mention that, in theory,