Analysis of Sales Promotion Effects on Household Purchase Behavior

<strong>Promotion</strong>al unit sales
Figure 8.3: Decomposition <strong>of</strong> promotional unit sales, assigning accelerated brand
switches to this brand switch instead <strong>of</strong> to the change in time
The results are reported in Table 8.11.
Table 8.11: Unit-sales decomposition <strong>of</strong> promotional sales where accelerated and decelerate
brand switches are assigned to brand switching
Product
category
Change in time (TA)
No change in time
Change in purchase
time (TA)
Brand switching
(BS)
Accelerated purchases (TA - )
Decelerated purchases (TA +)
Brand switch (BS)
No brand switch (QP)
S<strong>of</strong>t drinks 0.22 0.51 0.27
Fruit juice 0.31 0.52 0.17
C<strong>of</strong>fee 0.14 0.73 0.14
Potato chips 0.29 0.26 0.46
Candy bars 0.22 0.67 0.10
Pasta 0.22 0.64 0.14
Overall 0.21 0.58 0.21
Change in purchase
quantity (QP)
The results from Table 8.11 show that regular shoppers account for about 40 percent <strong>of</strong> the
total promotional unit sales. The remaining 60 percent <strong>of</strong> the current promotional unit-sales
come from non-regular consumers. Again, differences between product categories are found.
As mentioned before, prior sales promotion decomposition research looked at
decomposing the increase in sales due to promotions. Figure 8.4 depicts the process <strong>of</strong>
decomposing incremental promotional sales.
BS
No BS
BS
No BS
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