haku: @indexterm Retailing / yhteensä: 1556
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| Tekijä: | Nies, S. Natter, M. |
| Otsikko: | Are private label users attractive targets for retailer coupons? |
| Lehti: | International Journal of Research in Marketing
2010 : SEP, VOL. 27:3, p. 281-291 |
| Asiasana: | customers consumer behaviour purchasing profitability retailing |
| Vapaa asiasana: | coupons private labels |
| Kieli: | eng |
| Tiivistelmä: | Brand-nonspecific retailer coupons enabling customers to assortment-wide (henceforth as: a-w.) discounts appeal in similar ways to national brand (NB) and private label (PL) users. The latter may be considered an attractive target group due to their expressing of high levels of deal proneness. Yet, it is unclear how a-w. retailer coupons affect customers' purchasing behaviour. Especially, nothing is known about how PL users behave during coupon promotions. Through a large-scale field experiment (N=28,000), this study found that a-w. coupons increase both segments' (PL vs. NB users) profitability (herein as: prof-ty). However, the route to increased prof-ty is different for these two groups. In the PL user group, segment-level prof-ty is mainly driven by additional customers who would not have made a purchase in the absence of the promotion. On the contrary, in the NB user segment, individual prof-ty increases due to customers trading up to more expensive brands and/or products. Based on the response behaviour differences, segment-specific managerial recommendations are derived. It is highlighted that different promotional aims ought to be associated with NB and PL users. |
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