资源描述：
《consumer purchase behaviors associated with active and passive deal-proneness》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、205Consumerpurchasebehaviorsassociatedwithactiveandpassivedeal-pronenessLindaG.Schneider*couponsdistributedin1987,up500%intheCurtisL.CarlsonSchoolofManagement,UniversityofMin-lastdecade(ManufacturersCouponControlnesota,27119thAvenueSouth,Minneapolis,M
2、N55455,USACenter,1988),andmanufacturerexpendituresontradeincentivestofeatureordisplaybrandstotalingmorethan$20billionin1986,ImranS.Currimup800%inthelastdecade(Alsop,1986;andUniversityofCalifornia,Irvine,GraduateSchoolofManage-Kessler,1986).Whilepromot
3、ionsmayhavement,Irvine,CA92717,USAbecomeacompetitivenecessity,amanagermayhavesomediscretionoverthetypeofFmalversionreceivedFebruary1990promotionsoffered.AclearerunderstandingofhowpromotionsinfluenceconsumerThisresearchinfersdeal-pronenessusingaconditi
4、on-actpurchasebehaviorshouldhelpcompaniesde-choicemodelestimatedatthehouseholdlevelfrompaneldata.signeffectivepromotionprogramst.Twodimensionsofdeal-pronenessemerge:activeandpassive.Theobjectivesofthisresearchare:Activedeal-pronenessisdefinedassensiti
5、vitytofeaturesandcoupons;activereferstotherelativelyintensivesearchre-(1)Todescribetwodifferenttypesofdeal-quiredtolocatethesetypesofpromotions.Passivedeal-prone-proneness:activeandpassive.nessisdefinedassensitivitytoin-storedisplays,whichreferstosear
6、chthatmaybelimitedtothestoreenvironment.We(2)Todeterminethedistributionofactivedevelopandtesthypothesesregardingthedistributionoftheandpassivedeal-pronenessinapopula-twotypesofdeal-pronenessinourpopulation,aswellastionofinterest.correlationalhypothese
7、sontheassociationbetweenacon-sumersdeal-pronenessandpurchasebehavior.Purchasebe-(3)Tounderstandhowconsumerpurchasehaviorsofinterestincludebrandchoicesetsize,purchasebehaviordiffers,givendifferencesinpro-quantity,andpurchasetiming.Hypothesistestingreve
8、alsmotionsensitivity(activeandpassiveseveralassociations.Thenumberofbrandspurchasedonlyondeal-proneness).deal,forexample,increaseswithincreasesinaconsumersfeaturesensitivitybutisunrelatedtodisplaysensitivity.Theseobjectivesrequiretwodifferentl
