Article1985

Consumer Promotions and the Acceleration of Product Purchases

Scott A. Neslin · Caroline M. Henderson · John A. Quelch

409 citations0/0 files storedMarketing Science

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Consumer Market Behavior and Pricing Supply Chain and Inventory Management Consumer Retail Behavior Studies

Abstract

One potential consequence of consumer promotions is the acceleration of consumer category purchases. Purchase acceleration can assume two forms: purchasing of a larger quantity or shortening of interpurchase time. This research presents an analytical framework for measuring purchase acceleration, and applies that framework to the analysis of two product classes. The effects of coupons, manufacturer and retailer advertising, and price cuts are examined. Different market segments and loyalty groups are also compared in terms of the degree of purchase acceleration exhibited.

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References

1990Econometric Models and Economic Forecasts 1983A Logit Model of Brand Choice Calibrated on Scanner Data 1978Brand Loyalty: Measurement and Management 1971Marketing Decision Making: A Model Building Approach 1984A Price Discrimination Theory of Coupons

Cited by

2009Firm-Created Word-of-Mouth Communication: Evidence from a Field Test 2012The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin 1990The Effects of Brand Loyalty on Competitive Price Promotional Strategies 2003Brand and Quantity Choice Dynamics Under Price Uncertainty 1993Investigating Purchase Incidence, Brand Choice and Purchase Quantity Decisions of Households 1988Measuring the Effect of Retail Store Promotions on Brand and Store Substitution 2018Revisión de la productividad científica sobre gestión de la experiencia del cliente 1996Promotional Elasticities and Category Characteristics

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