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Promotions and the pattern of grocery shopping time

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  • Jeongwen Chiang
  • Ching-Fan Chung
  • Emily Cremers

Abstract

The histograms of interpurchase times for frequently purchased packaged goods have consistently shown pronounced seven-day cycles. Evidence supports that the weekly spike phenomenon is the result of consumers' regular shopping trip schedules. We explore the implications of this peculiar regularity on the issue of consumer purchase timing acceleration. Data for five product categories are examined. Promotions are found to have little effect in accelerating purchase timing. In contrast, conventional interpurchase time models are shown to overstate the effect of promotions.

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Bibliographic Info

Article provided by Taylor & Francis Journals in its journal Journal of Applied Statistics.

Volume (Year): 28 (2001)
Issue (Month): 7 ()
Pages: 801-819

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Handle: RePEc:taf:japsta:v:28:y:2001:i:7:p:801-819

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  1. Kiefer, Nicholas M, 1988. "Economic Duration Data and Hazard Functions," Journal of Economic Literature, American Economic Association, vol. 26(2), pages 646-79, June.
  2. Dipak C. Jain & Naufel J. Vilcassim, 1991. "Investigating Household Purchase Timing Decisions: A Conditional Hazard Function Approach," Marketing Science, INFORMS, vol. 10(1), pages 1-23.
  3. Brian Gould, 1997. "Consumer promotion and purchase timing: the case of cheese," Applied Economics, Taylor & Francis Journals, vol. 29(4), pages 445-457.
  4. Gonul, F. & Srinivasan, K., 1993. "Consumer Purchase Behavior in a frequently Bought Product Category: Estimation Issues and Managerial Insights from a Hazard Function Model with Heterogeneity," University of Chicago - Economics Research Center 93-1, Chicago - Economics Research Center.
  5. Jeongwen Chiang, 1995. "Competing Coupon Promotions and Category Sales," Marketing Science, INFORMS, vol. 14(1), pages 105-122.
  6. Kristiaan Helsen & David C. Schmittlein, 1993. "Analyzing Duration Times in Marketing: Evidence for the Effectiveness of Hazard Rate Models," Marketing Science, INFORMS, vol. 12(4), pages 395-414.
  7. Fred S. Zufryden, 1978. "An Empirical Evaluation of a Composite Heterogeneous Model of Brand Choice and Purchase Timing Behavior," Management Science, INFORMS, vol. 24(7), pages 761-773, March.
  8. Donald G. Morrison & David C. Schmittlein, 1981. "Predicting Future Random Events Based on Past Performance," Management Science, INFORMS, vol. 27(9), pages 1006-1023, September.
  9. Scott A. Neslin & Caroline Henderson & John Quelch, 1985. "Consumer Promotions and the Acceleration of Product Purchases," Marketing Science, INFORMS, vol. 4(2), pages 147-165.
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Cited by:
  1. Bijwaard, G.E., 2005. "Regularity in individual shopping trips: Implications for duration models in marketing," Econometric Institute Research Papers EI 2005-07, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.

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