Analysis of Sales Promotion Effects on Household Purchase Behavior

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Table A7.2 continued Variable B 1 S.E. Sig Exp(B) B S.E. Sig Exp(B) B S.E. Sig Exp(B) Combined data Single-promotion records Decomposed multiple- (N=17,144) (N=4,886) promotion records (N=12,258) - Agriculture 0.1359 0.1382 0.3252 1.1456 -0.2045 0.2334 0.3808 0.8151 0.3302 0.1723 0.0554 1.3912 - Middle and Lower employee 0.0196 0.0637 0.7584 1.0198 0.1554 0.1040 0.1352 1.1681 -0.0780 0.0822 0.3451 0.9254 - Student 0.0220 0.1108 0.8430 1.0222 0.1881 0.1740 0.2797 1.2069 -0.0560 0.1479 0.7032 0.9452 CYCLE 0.0065 0.3224 0.0264 - single 0.3259 0.1052 0.0019 1.3853 0.2307 0.1626 0.1557 1.2595 0.3754 0.1412 0.0078 1.4555 - non-school age child -0.2740 0.0909 0.0026 0.7606 -0.2627 0.1427 0.0656 0.7690 -0.2440 0.1205 0.0431 0.7837 - older children -0.1700 0.0780 0.0292 0.8436 -0.0594 0.1253 0.6355 0.9423 -0.2580 0.1023 0.0117 0.7727 - family without children 0.1178 0.0593 0.0470 1.1250 0.0913 0.0960 0.3414 1.0956 0.1262 0.0778 0.1046 1.1345 VARSEEK1 0.0378 0.1122 0.7363 1.0385 -0.1907 0.1902 0.3160 0.8264 0.1816 0.1425 0.2027 1.1991 VARSEEK2 -0.1870 0.0341 0.0000 0.8292 -0.2562 0.0571 0.0000 0.7740 -0.1250 0.0435 0.0041 0.8827 SHOPSHAR -0.0270 0.0316 0.3886 0.9731 0.0439 0.0499 0.3786 1.0449 -0.0720 0.0420 0.0858 0.9303 NCHAINS 0.0735 0.0432 0.0890 1.0763 0.0876 0.0737 0.2345 1.0916 0.0637 0.0549 0.2458 1.0658 BASKET 0.0936 0.0357 0.0088 1.0981 0.0452 0.0605 0.4555 1.0462 0.1151 0.0450 0.0104 1.1220 SHOPFREQ -0.0460 0.0071 0.0000 0.9555 -0.0942 0.0121 0.0000 0.9101 -0.0170 0.0090 0.0546 0.9828 XD 3 0.6992 0.1685 0.0000 2.0122 0.3996 0.2821 0.1567 1.4912 0.8747 0.2132 0.0000 2.3982 XDF 1.2839 0.1793 0.0000 3.6109 0.6637 0.3138 0.0344 1.9419 1.5956 0.2228 0.0000 4.9313 XDP 1.1372 0.1763 0.0000 3.1179 1.1151 0.3040 0.0002 3.0498 1.1592 0.2205 0.0000 3.1873 XFP 1.5408 0.1667 0.0000 4.6684 1.5407 0.2791 0.0000 4.6678 1.5909 0.2114 0.0000 4.9082 XDFP 2.1490 0.1616 0.0000 8.5762 2.0158 0.2691 0.0000 7.5064 2.2429 0.2054 0.0000 9.4205 X * 3.1297 0.0718 0.0000 22.868 3.1192 0.1264 0.0000 22.629 3.2132 0.0888 0.0000 24.857 X other -0.5970 0.0582 0.0000 0.5507 X *other -0.2450 0.1245 0.0492 0.7829 -0.2340 0.1255 0.0627 0.7917 Constant FIT MEASURES -5.5740 0.3142 0.0000 -5.1030 0.5068 0.0000 -6.5610 0.4064 0.0000 Nagelkerke R2 0.34 0.31 Percentage Correctly Classified 89.39% 91.27% 3 The estimated effects <strong>of</strong> the different promotion types are relative to the effect <strong>of</strong> feature promotions. 243
Table A7.3: Results binary logistic regression analysis for promotion response Variable N1 N2 B 1 S.E. Sig Exp(B) B S.E. Sig Exp(B) Record Hh Age and size linear, with cycle Age and size categorical, without cycle SOCCLASS 0.0000 0.0000 - D 1200 10 -0.6430 0.1084 0.0000 0.5259 -0.5726 0.1088 0.0000 0.5641 - C 5511 47 0.2549 0.0661 0.0001 1.2904 0.1960 0.0670 0.0034 1.2165 - B-, B+, A 9797 99 0.3878 0.0620 0.0000 1.4737 0.3766 0.0625 0.0000 1.4573 SIZE 0.2544 0.0474 0.0000 1.2897 0.0000 - 1 2233 32 -0.1412 0.0820 0.0851 0.8683 - 2 5896 63 -0.2244 0.0605 0.0002 0.799 - 3 3893 23 0.0450 0.0635 0.4785 1.046 - 4 3478 27 0.2265 0.0596 0.0001 1.2543 - >=5 811 11 0.0941 0.1113 0.3978 1.0986 TYPE OF RESIDENCE 0.0000 0.0000 - single family 1550 17 -0.3330 0.0949 0.0005 0.7170 -0.3193 0.0995 0.0013 0.7267 house - town house 11589 97 0.3708 0.0582 0.0000 1.4489 0.3630 0.0570 0.0000 1.4376 - apartment 2220 29 0.0493 0.083 0.5527 1.0505 0.1326 0.0825 0.1079 1.1418 - other type 1149 12 -0.0870 0.1065 0.4121 0.9163 -0.1764 0.1026 0.0856 0.8383 PROPERTY 8459 80 -0.0420 0.0361 0.2452 0.9589 0.0464 0.0350 0.1846 1.0475 POSESSION AGE 0.1673 0.0227 0.0000 1.1821 0.0000 - 20-34 3472 35 -0.6000 0.0563 0.0000 0.5488 - 35-49 7241 57 0.0600 0.0480 0.2111 1.0619 - >=50 EDUCATION 5598 64 0.5400 0.0605 0.0000 1.7160 2 EDUCRES_STA NDARD 0.0013 0.2138 0.9950 1.0013 0.1334 0.2150 0.5350 1.1427 EDUCRES_LO WER -0.2484 0.1044 0.0174 0.7801 -0.1797 0.1056 0.0886 0.8355 EDUCRES_MID 0.1324 0.0858 0.1226 1.1416 0.2011 0.0897 0.0250 1.2228 DLE EMPLOYMENT SITUATION SHOPPER 0.0000 0.0000 - paid job 11924 100 0.5352 0.0769 0.0000 1.7078 0.4629 0.0748 0.0000 1.5887 - social security 2408 25 0.2972 0.0886 0.0008 1.3461 0.2014 0.0891 0.0237 1.2232 - school 533 8 -0.6970 0.1433 0.0000 0.4983 -0.6992 0.1440 0.0000 0.497 - housewife/house husband 1625 23 -0.1360 0.0985 0.1681 0.8730 0.0349 0.0980 0.7222 1.0355 JOB SECTOR BREADWINNER 0.0132 0.3677 continued 1 In general, the estimated effects <strong>of</strong> each categorical variable is relative to the average effect <strong>of</strong> that variable. 2 The estimated effects <strong>of</strong> education are corrected for social class and relative to the highest level <strong>of</strong> education. 244
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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
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Table 8.8: Differences in promotion
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approach (about one third) are much
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promotions lead to large purchase t
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studies. Promotion
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Promotional extra
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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
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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 and 242: Winer, R.S., Bucklin, R.E., Deighto
Page 244 and 245: APPENDIX A4: Research Overview Tabl
Page 246: Table A4.1 continued Article Promot
Page 249 and 250: � Size of munici
Page 251 and 252: Table A7.1 continued Symbol Descrip
Page 253: Table A7.2: Data legitimacy check (
Page 257 and 258: Table A7.4: Results interacting wit
Page 259 and 260: Table A7.5: Results age and size no
Page 261 and 262: Table A7.5 continued Variable B S.E
Page 263 and 264: Table A8.1 continued Impulse BS TA
Page 265 and 266: Table A8.2 continued Number <strong
Page 267 and 268: Table A8.3: Relative occurrence and
Page 269 and 270: Figure A8.2: Decomposing total prom
Page 271 and 272: interessante aanbieding is. Combina
Page 273 and 274: aantalmerken in een categorie en im
Page 276 and 277: ERASMUS RESEARCH INSTITUTE OF MANAG
Page 278 and 279: Title: Beyond Generics;A closer loo
Page 280 and 281: Title: Planning and Control Concept
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