Analysis of Sales Promotion Effects on Household Purchase Behavior

juice products. Thus, in general, although promotions for the favorite brand have a
large impact on the probability that a household makes use <strong>of</strong> the promotion, a
substantial part <strong>of</strong> the promotional sales effect comes from non-regular consumers
and from increased expenditures. In addition, a small part comes from increased
consumption.
9.4 Limitations and Future Research
This study takes a close look at the effects <strong>of</strong> sales promotions on households purchase
behavior. These effects are studied across six product categories, for different types <strong>of</strong>
promotions, and for different possible effects <strong>of</strong> sales promotions on promotions response
(sales promotion reaction mechanisms), taking the intertemporal dynamic effects into account.
This in-depth approach has led both to a number <strong>of</strong> new and interesting insights, as discussed
previously. But, as most studies, our research also has limitations.
First, the number <strong>of</strong> households and the number <strong>of</strong> product categories could be
expanded to validate the findings <strong>of</strong> this research.
Second, this study is limited to FMCG. But consumers also encounter sales
promotions outside the field <strong>of</strong> FMCG. It is hard to think <strong>of</strong> a field <strong>of</strong> product where
promotions are not used. But empirically deriving different measures for different categories,
promotion types, and sales promotion reaction mechanisms requires the availability <strong>of</strong> data.
This implies that a much longer time frame is needed for less frequently purchased products.
But it would be very interesting to see whether household responses towards sales promotions
can be generalized towards other product fields.
A third limitation <strong>of</strong> this research is that the empirical part is concerned with a subset
<strong>of</strong> the possible sales promotion reaction mechanisms. Store switching and repeat
purchasing are not empirically incorporated. In order to get a complete insight in household
sales promotion response, especially store switching should be included, as most prior
research stated that the long-run effects <strong>of</strong> promotions on brand purchase probabilities are
limited. It was found in this thesis that in-store and out-<strong>of</strong>-store promotions have a different
impact on household purchase behavior. But, store switching is expected to be especially
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