Analysis of Sales Promotion Effects on Household Purchase Behavior
Manufacturers and retailers are spending more and more of their marketing money on sales promotions. Conflicting empirical results exist with respect to the effects of these sales promotions on household purchase behavior. Based on household scanner data, new insights are developed into the drivers of household promotion response and into the different reaction mechanisms that constitute household promotion response.
|Keywords||Consumer buying behavior, Households, Lever scanner data, Sales promotions, brand switching, brands, consumption, deal proneness, model, promotion response, promotional bump decomposition, purchase timing, reaction mechanisms|
|Promotor||Wierenga, B. (Berend) , Kloek, T. (Teun)|
|Sponsor||Erasmus University Rotterdam. Promotores: Prof.dr.ir. B. Wierenga, Prof.dr. T. Kloek. Other Members: Prof.dr. Ph.H.B.F. Franses, Prof.dr. P.S.H. Leeflang, Prof.dr.ir. M.G. Dekimpe|
Teunter, L.H.. (2002, September 19). Analysis of Sales Promotion Effects on Household Purchase Behavior (No. ERIM PhD Series;EPS-2002-016-ORG). Retrieved from http://hdl.handle.net/1765/868