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Profiling the flyer-prone consumer

Author

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  • Gázquez-Abad, Juan Carlos
  • Martínez-López, Francisco J.
  • Barrales-Molina, Vanesa

Abstract

The purpose of this paper is to predict the differences between highly prone and less prone consumers to store flyers in terms of their sensitivity to economic, shopping-related and demographic variables. The empirical findings show that the flyer-prone consumer׳s profile somehow differs from the characteristics of consumers more prone to other types of promotion and to deals in general. The managerial implications underline that including a price-discount support is not essential if manufacturers and retailers wish to increase the probability of store flyers being consulted by a consumer. Nevertheless, the credibility of flyers depends on consumers’ perception of potential savings being maintained.

Suggested Citation

  • Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J. & Barrales-Molina, Vanesa, 2014. "Profiling the flyer-prone consumer," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 966-975.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:6:p:966-975
    DOI: 10.1016/j.jretconser.2014.08.019
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    References listed on IDEAS

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    2. Ieva, Marco & Ziliani, Cristina & Gázquez-Abad, Juan Carlos & D'Attoma, Ida, 2022. "I read, therefore I buy? Analyzing the impact of flyer distribution and readership on purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Boto-García, David & Alvarez, Antonio, 2020. "Modelling the effect of store flyers on supermarket sales: An application to olive oil demand," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Tan, Pei Jie & Tanusondjaja, Arry & Corsi, Armando & Lockshin, Larry & Villani, Christopher & Bogomolova, Svetlana, 2021. "Behavioural and psychographic characteristics of supermarket catalogue users," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Gázquez-Abad, Juan Carlos & Martínez-López, Francisco J., 2016. "Understanding the impact of store flyers on purchase behaviour: An empirical analysis in the context of Spanish households," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 263-273.

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