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.

Additional Metadata
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 B. Wierenga (Berend) , T. Kloek (Teun)
Publisher Erasmus University Rotterdam
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
ISBN 978-90-5892-029-4
Persistent URL hdl.handle.net/1765/868
Series ERIM Ph.D. Series Research in Management
Citation
Teunter, L.H. (2002, September 19). Analysis of Sales Promotion Effects on Household Purchase Behavior (No. ERIM PhD Series;EPS-2002-016-ORG). ERIM Ph.D. Series Research in Management. Erasmus University Rotterdam. Retrieved from http://hdl.handle.net/1765/868