Analysis of Sales Promotion Effects on Household Purchase Behavior

Chandon et al. 2000). But deal proneness should not be conceptualized as isomorphic with
actualized promotion-responsiveness purchasing behavior. Instead, it should be
conceptualized at a psychological level as a construct that affects the actualized purchasing
behavior (Lichtenstein et al. 1990). Deal proneness actually represents a psychological trait
and can therefore not be directly measured as promotion utilization, neither within nor
across different product categories. Ainslie and Rossi (1998) are among the first
researchers who investigated similarities in brand choice behavior across product
categories to get possible evidence for the notion that sensitivity to marketing mix variables
is a consumer trait and not unique to specific product categories. The existence <strong>of</strong> deal
proneness was not inferred directly from promotional behavior, but indirectly. Other
possible causes were taken into account and the remaining, unexplained part <strong>of</strong> household
purchase behavior was used to draw conclusions regarding deal proneness. Sensitivity was
interpreted as brand choice marketing mix sensitivity. According to Ainslie and Rossi
(1998), sensitivity to marketing mix variables is a consumer trait and is not unique to
specific product categories.
In this research, we especially elaborate on the work performed by Ainslie and Rossi
(1998). The existence <strong>of</strong> deal proneness is derived indirectly from household purchase
behavior. After taking other possible causes into account, the unexplained part <strong>of</strong> household
purchase behavior is used to draw conclusions regarding the existence <strong>of</strong> deal proneness.
Instead <strong>of</strong> focusing on one reaction mechanism (e.g., Ainslie and Rossi 1998), we extend the
deal proneness study by incorporating brand choice, but also purchase quantity, purchase
timing, and category expansion. Purchase behavior will be studied at the individual
household level within and across product category, promotion type, and sales promotion
reaction mechanism, to gain insights in the promotion response behavior <strong>of</strong> households. We
expect that some households will tend to react to a sales promotion through brand switching,
other households might show purchase acceleration, whereas a third type <strong>of</strong> household might
have a tendency towards category expansion. A high incidence <strong>of</strong> one type <strong>of</strong> reaction
mechanism is not necessarily correlated with a high incidence <strong>of</strong> another type <strong>of</strong> mechanism.
We will investigate the degree <strong>of</strong> similarity across product categories in household
promotion response behavior. Furthermore, we will analyze whether these similarities can
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