ISSN:0742-6046    

DOI:10.1002/mar.4220090602

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractTo maximize consumer response to a price promotion, the manager needs to identify characteristics of the promotion that are critical to its effectiveness. This article describes a technique for doing this and applies the technique to an analysis of cents‐off coupons. The result is an exploration of some of the characteristics of coupons, beyond their offer of a low price, that lead to their ability to influence brand tria

ISSN:0742-6046    

DOI:10.1002/mar.4220090603

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractOne of the key decisions a manager must make in designing a coupon promotion is to decide on the face value. In this study we examine the effects of higher face values on coupon redemption timing, category purchase timing, the mix of buyers who redeem the coupon, and purchase quantity. Data from a field experiment on coupon face values are used to test the hypotheses. A new method of measuring the effects ofacoupon on category purchase timing is proposed. We find that coupons per se tend to advance category purchase timing, but higher face values do not increase the magnitude of this effect. Surprisingly, higher face values appear to increase redemption rates for both the prior nonbuyers and prior buyers of the brand in a similar way. However, higher face values have little effect on the package size purchased, the number of units purchased, or the total quantity (package size times units) purchased.

ISSN:0742-6046    

DOI:10.1002/mar.4220090604

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractAlthough much research has been performed on the role of intentions in consumer behavior, relatively little attention has been given to the processes intervening between intentions and behavior. Because coupon usage behavior requires planning and implementation effort with respect to intermediary acts or means, the behavior is considered problematic. This article proposes a model for explaining how consumers enact intentions once they decide to use coupons. Enactment of intentions is hypothesized to be a function of three appraisal processes: self‐efficacies, instrumental beliefs, and affect toward intermediate acts or means. These three appraisal processes are hypothesized to combine multiplicatively to influence the target behavior, coupon usage. Also, one's prior history of coupon usage is expected to be an important determinant of coupon usage. Theoretical and practical implications are also discusse

ISSN:0742-6046    

DOI:10.1002/mar.4220090605

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractThis article examines the influence of coupons on private label shares of grocery products. The impact of national brand and private label coupons, distributed by manufacturers and retailers, is examined. A consumer framework and a typology of coupon effects are developed to explain different types of coupon usage behavior. Aggregate scanner panel data on 480 product categories are used in the analysis. Both the type of coupon and the method of distribution (by manufacturer or by retailer) are found to be important determinants of private label share response. Couponing activities by the national brand manufacturer are negatively related to private label share, thus indicating that they may be effective deterrents of private label penetration. However, couponing activities related to private labels do not help increase private label shares. The surprising finding is that national brand store couponing activity is positively related to private label share.

ISSN:0742-6046    

DOI:10.1002/mar.4220090606

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

摘要:

AbstractThe fragmentation of mass markets and its economic importance has dramatically increased the need to better target and understand ethnic markets. This article argues that the strength of ethnic identification, which measures the strength to which a person feels tied to the culture of origin, is a key variable in understanding the impact of ethnicity on responses to marketing mixes. The major hypothesis driving this study therefore states that, when the strength of ethnic identification is high, the ethnic consumer will respond to marketing the way their parents' culture does. This study analyzes Hispanic consumers and demonstrates that Weak Hispanic identifiers are quite different from Strong Hispanic identifiers in their coupon usage, and that Weak Hispanic identifiers are more like the dominant culture. Specifically, this study shows that cultural reasons may overshadow economic reasons in explaining coupon usage and brand loyalty.

ISSN:0742-6046    

DOI:10.1002/mar.4220090607

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220090601

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1992

数据来源: WILEY