Analysis of Sales Promotion Effects on Household Purchase Behavior

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Product Category 1 Product Category 6 <strong>Sales</strong> <strong>Promotion</strong> Reaction Mechanism Measures Category Ratings <strong>Sales</strong> <strong>Promotion</strong> Reaction Mechanism Measures Category Ratings PU BSp BS TA TR TN QB QP QA QN CE Price … Impulse ………….. PU BSp BS TA TR TN QB QP QA QN CE Price … Impulse Household 1 x x x x x x x x x x x pc11 pc18 x x x x x x x x x x x pc61 pc68 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Household 200 x x x x x x x x x x x pc11 pc18 x x x x x x x x x x x pc61 pc68 Figure A8.1: General format dataset used in this chapter 255
Table A8.3: Relative occurrence and average size <strong>of</strong> the effects (in quantity) for each product 256 category separately Effect S<strong>of</strong>t drinks (n=1198) Modal Unit-size 1500 No effect 0.08 2140 BS 0.12 1853 QP- 0.03 2099 QP+ 0.13 4808 TA- 0.04 1976 TA+ 0.02 2037 BS& QP- 0.10 1371 BS& QP+ 0.18 3881 BS& TA- 0.04 1684 BS& TA+ 0.03 2133 QP-& TA- 0.01 2154 QP-& TA+ 0.00 3125 QP+& TA- 0.07 4634 QP+& TA+ 0.04 4523 BS& QP-& TA- 0.03 1494 BS& QP-& TA+ 0.02 1431 BS& QP+& TA- 0.06 3527 BS& QP+& TA+ 0.03 3939 Fruit Juice (n=648) 1000 0.05 1400 0.14 1089 0.01 1133 0.08 4480 0.03 1450 0.02 1467 0.06 995 0.15 2713 0.08 1192 0.04 1241 0.01 1160 0.01 1040 0.10 2046 0.03 5250 0.02 923 0.01 883 0.12 2681 0.05 2882 C<strong>of</strong>fee (n=575) 250 0.08 544 0.07 480 0.00 375 0.08 1125 0.05 600 0.03 525 0.01 290 0.29 1100 0.04 477 0.01 583 0.00 250 0.00 500 0.05 1164 0.02 889 0.01 164 0.00 1000 0.16 1160 0.09 1060 Potato Chips (n=186) 200 0.17 222 0.05 220 0.08 186 0.19 217 0.12 209 0.02 200 0.02 120 0.07 346 0.06 200 Candy Bars (n=93) 300 0.10 282 0.11 298 0.01 150 0.03 483 0.12 286 0.01 190 0.13 219 0.17 356 0.12 284 0.00 0.04 295 0.03 0.03 134 208 0.00 0.01 250 0.09 0.09 393 459 0.03 0.03 417 467 0.01 0.13 200 196 0.01 0.09 105 159 0.04 0.18 389 398 0.01 0.06 300 323 continued
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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
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degree. When households switch bran
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specific sales promotion reaction m
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increasing (Inman and Winer 1998),
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indirectly from promotional purchas
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quantity downward for potato chips.
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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 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 and 254: Table A7.2: Data legitimacy check (
Page 255 and 256: Table A7.3: Results binary logistic
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: Table A8.2 continued Number <strong
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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