Analysis of Sales Promotion Effects on Household Purchase Behavior

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APPENDIX A3: Operationalization Social Class At GfK, social class is defined as a combination <strong>of</strong> education and the job sector <strong>of</strong> the breadwinner. The reason behind this is that occupation is closely interrelated with income. A lot <strong>of</strong> market research studies have shown that consumers provide unreliable answers regarding income related questions. GfK therefore decided to use a social class classification scheme based on education and occupation. The classification scheme used is the following (D represents the lowest class and A the highest class): Table A3.1: Operationalization social class Occupation breadwinner Education Breadwinner S HV HG MV MG LV LG ? Director 6 or more persons A A A A B+ B- B- B- Director 5- A A A A B+ B- B- B- Owner 6+ A A A A B+ B- B- B- Owner 6- A A A A B+ B- B- B- Farmer A A A A B+ B- B- B- Higher A B+ B+ B+ B+ B- B- B- Middle, specialized A B+ B+ B+ B- C C C Middle A B+ B+ B+ B- C C C Lower, specialized A B- B- B- C C C C Lower A B- C C C C D D Housewife B- B- C C C C D D Student B- B- C C C D D The first index represents the level <strong>of</strong> education, Scientific (S), Higher (H), Middle (M), or Lower (L). The second index represents Vocational (V) or General (G). The question mark (?) represents missing values for education. 231
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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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( 12) CategoryExpansion effect : 10
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PART II EMPIRICAL ANALYSIS 103
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more persons living together and di
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6.4 Linking Household and Store Dat
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Table 6.1 contains the results <str
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The age of the sho
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Table 6.4: Frequency distribution <
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7 EMPIRICAL ANALYSIS ONE: DRIVERS O
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Table 7.1: Operationalization <stro
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during 435 shopping trips more than
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The variables size, age, and cycle
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7.5 Results Drivers of</str
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esponsive the households within tha
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Table 7.3: Relationship promotion r
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indication that decreasing marginal
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Table 7.10: Relationship promotion
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7.5.2.8 Variety Seeking Two intrins
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anymore. Therefore it is concluded
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Thus, store loyalty and promotion r
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dummies add up to one. This implies
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Table 7.22: Overview empirical test
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enacting-on-impulse hypothesis and
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Table 7.23: Summary of</str
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Table 7.24: Correlation error coeff
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another category? Or do households
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and unweighted. With respect to the
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164 In general, the average quantit
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Purchase frequency is defined as th
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Table 8.3: Product category rating
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Table 8.4: Pearson correlation betw
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We hypothesized that within impulse
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measure (PU). Referring to Figure A
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Table 8.6: Significant within categ
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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
Page 199 and 200: Promotional extra
Page 201 and 202: categories revealed that the strong
Page 203 and 204: degree. When households switch bran
Page 205 and 206: specific sales promotion reaction m
Page 207 and 208: increasing (Inman and Winer 1998),
Page 209 and 210: indirectly from promotional purchas
Page 211 and 212: quantity downward for potato chips.
Page 213 and 214: 9.2.2.3 Deal Proneness With respect
Page 215 and 216: 204 related to promotion response.
Page 217 and 218: influenced by out-of</stron
Page 219 and 220: Andrews, K.Z. (1997), “Do Marketi
Page 221 and 222: Blattberg, R.C., Eppen, G.D. and J.
Page 223 and 224: Chintagunta, P. (1993), “Investig
Page 225 and 226: East, R. and K. Hammond (1996), “
Page 227 and 228: Gupta, Sachin and P.K. Chintagunta
Page 229 and 230: Kahn, B.E., Morrison, D.G.and G.P.
Page 231 and 232: Lattin, J.M. and R.E. Bucklin (1989
Page 233 and 234: McAlister, L. and E. Pessemier (198
Page 235 and 236: Petty, R.E. and J.T. Cacioppo (1981
Page 237 and 238: Shimp, T.A. (1990). Promoti
Page 239 and 240: Van Trijp, H.C.M. and J.B.E.M. Stee
Page 241: Winer, R.S., Bucklin, R.E., Deighto
Page 245 and 246: Table A4.1 continued Article Promot
Page 248 and 249: APPENDIX A6: Overview Variables Inv
Page 250 and 251: APPENDIX A7: Empirical Anal
Page 252 and 253: Table A7.1 continued Symbol Descrip
Page 254 and 255: Table A7.2 continued Variable B 1 S
Page 256 and 257: Table A7.3 continued Variable N1 N2
Page 258 and 259: Table A7.4 continued Variable B S.E
Page 260 and 261: Table A7.5 continued Variable B S.E
Page 262 and 263: APPENDIX A8: Empirical Anal
Page 264 and 265: Table A8.2: Product category rating
Page 266 and 267: Product Category 1 Product Category
Page 268 and 269: Table A8.3 continued Main effects Q
Page 270 and 271: Samenvatting Consumenten worden vee
Page 272 and 273: Deze gegevens worden gekoppeld aan
Page 274: Curriculum Vitae Linda H. Teunter w
Page 277 and 278: Title: Layout and Routing Methods f
Page 279 and 280: Title: The Business of</str
Page 281: Analysis o
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