Analysis of Sales Promotion Effects on Household Purchase Behavior

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Older shoppers are more likely to seek their entertainment in shopping and be mavens (e.g., Raju 1980, Urbany, Dickson and Kalapurakal 1996), though they are less likely to seek variety. They have less time constraints and therefore shop more <strong>of</strong>ten (Bawa and Gosh 1999). Table 3.4 shows a summary <strong>of</strong> empirical findings regarding the relationship between age and promotion response. Based on these considerations and the mixed bag <strong>of</strong> results found, we do not expect to find a linear relationship between age <strong>of</strong> the shopping responsible person in the household and promotion response. The hypothesized relationship is U-shaped, younger and older consumers being more promotion focused. Table 3.4: Summary <strong>of</strong> studies relating age with promotion response Sign Relationship Study + Lichtenstein et al. (1997) Urbany et al. (1996) Webster (1965) Burton et al.(1999) - Bawa and Shoemaker (1987) Lichtenstein et al. (1997) Inman and Winer (1998) Bell et al. (1999) U-shaped Bellenger et al. (1978) Hypothesis H5: Age and promotion response are U-shaped related. Type <strong>of</strong> promotion could be interacting with the relationship between age and promotional response. Young shoppers are expected to be especially in-store promotion responsive whereas older shoppers are expected to be both (less time restraints and being mavens). It is therefore hypothesized that young shoppers are relatively more in-store promotion responsive whereas older shoppers are relatively more out-<strong>of</strong>-store promotion responsive (H5a). 57
3.2.5 Education Education links to thinking costs, but also to search costs (e.g., Raju 1980, Narasimhan 1984, Urbany et al. 1996). More educated people may be less likely to be mavens (Feick and Price 1987), more pressured for time (Narasimhan 1984), and more likely to seek variety (Raju 1980). The general assumption is that with experience (reflected in age, female gender and better education), consumers are more efficient and have greater capability to engage in search (Urbany et al. 1996). On the other hand, Lichtenstein et al. (1997) found that consumers with less education are more likely to be deal prone. Table 3.5 shows the results that have been found in prior studies. A positive relation between education and promotion response is expected, as the majority <strong>of</strong> the results found and theories presented point in that direction. Table 3.5: Summary <strong>of</strong> studies relating education with promotion response 58 Sign Relationship Study + Narasimhan (1984) Bawa and Shoemaker (1987) Bell et al. (1999) Robertson et al. (1984) - Lichtenstein et al. (1997) Hypothesis H6: Education and promotion response are positively related. <strong>Promotion</strong> type could be interacting with the relationship between education and promotion response. Out-<strong>of</strong>-store promotions need more search behavior, which could be carried out more efficiently by higher educated households. We therefore hypothesize that the positive relationship between education and promotion response is stronger for out-<strong>of</strong>-store promotions than for in-store promotions (H6a).
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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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Page 22 and 23: characteristics are important in ex
Page 24: Chapter 5 are applied to study the
Page 28 and 29: 2 THEORIES OF CONSUMER BUYING BEHAV
Page 30 and 31: systematically explored the decisio
Page 32 and 33: the part of the co
Page 34 and 35: As mentioned before, Figure 2.3 is
Page 36 and 37: product use coupled with the import
Page 38 and 39: 2.3.2 Stimulus-Response Model Appli
Page 40 and 41: 2.3.2.2 Operant Conditioning In ope
Page 42 and 43: X is very popular that it will brin
Page 44 and 45: But, in contrast, economic theory c
Page 46 and 47: compared to a perceived benchmark -
Page 48 and 49: High need-for-cognition (NFC) indiv
Page 50 and 51: 2.3.4.2 Literature Overview Our rev
Page 52 and 53: The previously described research h
Page 54 and 55: has its deficiencies. Any purchase
Page 56 and 57: Chandon et al. 2000). But deal pron
Page 58 and 59: 2.4 Concluding Remarks Regarding th
Page 60: stimulus-organism-response model) c
Page 63 and 64: Shoemaker 1987). Several factors ha
Page 65 and 66: such as display promotions. Althoug
Page 67: 3.2.3 Type of resi
Page 71 and 72: these advantages therefore could be
Page 73 and 74: less likely to seek variety. More e
Page 75 and 76: 3.3.1 Store Loyalty Store loyalty s
Page 77 and 78: more often (probab
Page 79 and 80: Table 3.12 continued Hypothesis H9a
Page 81 and 82: 4.2.1 Brand Switching Brand switchi
Page 83 and 84: involvement purchases for most cons
Page 85 and 86: Neslin (1998), there is a great nee
Page 87 and 88: are called “attributions.” Attr
Page 89 and 90: and less than 2 percent by stockpil
Page 91 and 92: into a unit sales decomposition and
Page 93 and 94: 4.3.4 Storability/Perishability Sto
Page 95 and 96: Economic theory ignores mental deci
Page 97 and 98: seeking (cf. Assael 1987, Desphande
Page 99 and 100: there another factor that is relate
Page 101 and 102: Pr(event) 90 = 1+ 1 z e − Here Z
Page 103 and 104: 5.4.2 Sales <stron
Page 105 and 106: It represents the fraction
Page 107 and 108: 96 We measure possible time acceler
Page 109 and 110: promotional post-promotional purcha
Page 111 and 112: ( 12) CategoryExpansion effect : 10
Page 114: PART II EMPIRICAL ANALYSIS 103
Page 117 and 118: 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
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204 related to promotion response.
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influenced by out-of</stron
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Andrews, K.Z. (1997), “Do Marketi
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Blattberg, R.C., Eppen, G.D. and J.
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Chintagunta, P. (1993), “Investig
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East, R. and K. Hammond (1996), “
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Gupta, Sachin and P.K. Chintagunta
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Kahn, B.E., Morrison, D.G.and G.P.
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Lattin, J.M. and R.E. Bucklin (1989
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McAlister, L. and E. Pessemier (198
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Petty, R.E. and J.T. Cacioppo (1981
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Shimp, T.A. (1990). Promoti
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Van Trijp, H.C.M. and J.B.E.M. Stee
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Winer, R.S., Bucklin, R.E., Deighto
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APPENDIX A4: Research Overview Tabl
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Table A4.1 continued Article Promot
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� Size of munici
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Table A7.1 continued Symbol Descrip
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Table A7.2: Data legitimacy check (
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Table A7.3: Results binary logistic
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Table A7.4: Results interacting wit
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Table A7.5: Results age and size no
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Table A7.5 continued Variable B S.E
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Table A8.1 continued Impulse BS TA
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Table A8.2 continued Number <strong
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Table A8.3: Relative occurrence and
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Figure A8.2: Decomposing total prom
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interessante aanbieding is. Combina
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aantalmerken in een categorie en im
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ERASMUS RESEARCH INSTITUTE OF MANAG
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Title: Beyond Generics;A closer loo
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Title: Planning and Control Concept
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