Analysis of Sales Promotion Effects on Household Purchase Behavior Defended on Thursday, 19 September 2002
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.
Sales promotions, Households, Consumer buying behavior, brands, consumption, promotion response, brand switching, purchase timing, reaction mechanisms, model, Lever scanner data, deal proneness, promotional bump decomposition