Información del artículo
Resumen
Las empresas están otorgando cada vez más importancia a la promoción de ventas dentro de sus programas de comunicación debido, fundamentalmente, a que estas acciones generan una respuesta casi inmediata en el consumidor. Sin embargo, no todos los consumidores responden ante las promociones. El presente trabajo analiza las características psicográficas de aquellos consumidores que modifican su comportamiento ante una promoción, los denominados consumidores propensos a las promociones. Para ello se ha aplicado una encuesta a 425 individuos que realizan la compra del hogar. Los resultados han identificado tres tipos diferentes de propensión: a folletos, a vales y a promociones desarrolladas dentro de los establecimientos; posteriormente, se han buscado características diferenciales entre los tres tipos de propensión. A nivel general, las personas preocupadas por los precios son propensas a las promociones, pero el ahorro no es la única razón que explicaría por qué compran productos promocionados. Aspectos como ser impulsivo, ser innovador o disfrutar realizando la compra influyen también en alguna de las propensiones identificadas.
Palabras clave:
promoción de ventas
segmentación de mercados
comportamiento del consumidor
Abstract
Companies are increasingly attaching more importance to sales promotions within their communication programs. The main reason for the increase in the use of promotions is their immediate effect on the consumers. However, there are some consumers that do not respond to promotions. This work analyses the psychographic profile of deal-prone consumers. A personal survey was conducted with a sample of 425 individuals who regularly buy package food and cleaning products. In the study, three kinds of deal-proneness are differentiated: proneness towards features, proneness towards coupons and proneness towards in-store promotions. The results prove that there are relationships between some psychographic characteristics of consumers and deal-proneness. In general, price consciousness consumers are deal-prone. However, savings are not the only reason to buy a product on promotion. Deal-proneness is influenced by other aspects as impulsiveness, innovativeness or shopping enjoyment.
Key words:
sales promotion
market segmentation
consumer behaviour
El Texto completo está disponible en PDF
Referencias bibliográficas
[AECOC, 2001]
AECOC (2001): ECR-El Camino a la Eficiencia. www.aecoc.es
[Ailawadi et al., 2001]
K.L. Ailawadi, S.A. Neslin, K. Gedenk.
Pursuing the Value-Conscious Consumer: Store Brands Versus National Brand Promotions.
Journal of Marketing, 65 (2001), pp. 71-89
[Álvarez et al., 1999]
B. Álvarez, R. Vázquez, F.J. Ballina, M.L. Santos.
Evidencias Empíricas de la promoción de ventas en establecimientos detallistas.
Documento de trabajo 167/99, (1999),
[Anglin et al., 1994]
L.K. Anglin, J.K. Stuenkel, L.R. Lepisto.
The Effects of Stress on Price Sensitivity and Comparison Shopping.
Advances in Consumer Research, 21 (1994), pp. 126-131
[Ballina and Vázquez, 1996]
Ballina, F.J. y Vázquez, R. (1996): «La Promoción de Ventas de Productos de Gran Consumo: Confirmaciones Empíricas». Actas del VIII Encuentro de Profesores Universitarios de Marketing, Zaragoza, págs. 429–441.
[Barrio and Luque, 2000]
S. Barrio, T. Luque.
Análisis de Ecuaciones Estructurales.
Técnicas de Análisis de Datos en Investigación de Mercados, Pirámide, (2000),
[Bawa and Shoemaker, 1987]
K. Bawa, R.W. Shoemaker.
The Effects of a Direct Mail Coupon on Brand Choice Behavior.
Journal of Marketing Research, 24 (1987), pp. 370-376
[Beatty and Smith, 1987]
S.E. Beatty, S.M. Smith.
External Search Effort: an Investigation Across Several Product Categories.
Journal of Consumer Research, 14 (1987), pp. 83-95
[Bell et al., 1999]
D.R. Bell, J. Chiang, Padmanabhan.
The Decomposition of Promotional Response: An Empirical Generalization.
Marketing Science, 18 (1999), pp. 504-526
[Blattberg et al., 1978]
R. Blattberg, T. Buesing, P. Peacock, S. Sen.
Identifying the Deal Prone Segment.
Journal of Marketing Research, 15 (1978), pp. 369-377
[Blattberg and Neslin, 1990]
R.C. Blattberg, S.A. Neslin.
Sales Promotions: Concepts Methods and Strategies.
Prentice Hall, (1990),
[Chandon et al., 2000]
P. Chandon, B. Wansink, G. Laurent.
A Benefit Congruency Framework of Sales Promotion Effectiveness.
Journal of Marketing, 64 (2000), pp. 65-81
[Chen et al., 1998]
S.F.S. Chen, K.B. Monroe, Y.C. Lou.
The Effects of Framing Price Promotion Messages on Consumers’ Perceptions and Purchase Intentions.
Journal of Retailing, 74 (1998), pp. 353-372
[Clark and Williams, 2000]
A.B. Clark, J.H. Williams.
Demographic Characteristics of Frequent-Buyer Club Participants.
Journal of Modern Business Home, (2000),
[Cobb and Hoyer, 1986]
C.J. Cobb, W.D. Hoyer.
Planned Versus Impulse Purchase Behavior.
Journal of Retailing, 62 (1986), pp. 384-409
[Dodson et al., 1978]
J.A. Dodson, A.M. Tybout, B. Sternthal.
Impact of Deals and Deal Retraction on Brand Switching.
Journal of Marketing Research, 15 (1978), pp. 72-81
[Feick and Price, 1987]
L.F. Feick, L. Price.
The Market Maven: A Diffuser of Market Place Information.
Journal of Marketing, 51 (1987), pp. 83-97
[Grande and Abascal, 2003]
I. Grande, E. Abascal.
Fundamentos y Técnicas de Investigación Comercial.
7ª Edición, ESIC Editorial, (2003),
[Grewal et al., 1998]
D. Grewal, R. Krishnan, J. Baker, N. Borin.
The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions.
Journal of Retailing, 74 (1998), pp. 331-352
[Grover and Srinivasan, 1992]
R. Grover, V. Srinivasan.
Evaluating the Multiple Effect of Retail Promotions on Brand Loyal and Brand Switching Segments.
Journal of Marketing Research, 29 (1992), pp. 76-89
[Hair et al., 1999]
J.F. Hair, R.E. Anderson, R.L. Tatham, W.C. Black.
Análisis Multivariante.
5ªEd, Prentice Hall, (1999),
[Henderson, 1985]
C.M. Henderson.
Modeling the Coupon Redemption Decision.
Advances in Consumer Research, 12 (1985), pp. 138-143
[Henderson, 1994]
C.M. Henderson.
Promotion Heterogeneity and Consumer Learning: Refining the Deal-Proneness Construct.
Advances in Consumer Research, 21 (1994), pp. 86-94
[HIGIE et al., 1987]
R.A. Higie, L.F. Feick, L.L. Price.
Types and Amount of Word-of-Mouth Communications about Retailers.
Journal of Retailing, 63 (1987), pp. 260-278
[Huff and Alden, 1998]
L. Huff, D.L. Alden.
An Investigation of Consumer Response to Sales Promotions in Developing Markets: A Three-Country Analysis.
Journal of Advertising Research, (1998), pp. 47-56
[Inman et al., 1990]
J.J. Inman, L. McAlister, W. Hoyer.
Promotion Signal: Proxy for a Price Cut?.
Journal of Consumer Research, 17 (1990), pp. 74-81
[Kim et al., 1999]
B.D. Kim, K. Srinivasan, R.T. Wilcox.
Identifying Price Sensitive Consumers: The Relative Merits of Demographic vs. Purchase Pattern Information.
Journal of Retailing, 75 (1999), pp. 173-193
[Krishna et al., 1991]
A. Krishna, I.S. Currim, R.W. Shoemaker.
Consumer Perceptions of Promotional Activity.
Journal of Marketing, 55 (1991), pp. 4-16
[Kolodinsky, 1990]
J. Kolodinsky.
Time as a Direct Source of Utility: The Case of Price Information Search for Groceries.
The Journal of Consumer Affairs, 24 (1990), pp. 89-109
[Laroche et al., 2003]
M. Laroche, F. Pons, N. Zgolli, M.C. Cervellon, C. Kim.
A Model of Consumer Response to Two Retail Sales Promotions Techniques.
Journal of Business Research, 56 (2003), pp. 513-522
[Lichtenstein et al., 1990]
D.R. Lichtenstein, R.G. Netemeyer, S. Burton.
Distinguishing Coupon Proneness From Value Consciousness: An Acquisition-Transaction Utility Theory Perspective.
Journal of Marketing, 54 (1990), pp. 54-67
[Lichtenstein et al., 1995]
D.R. Lichtenstein, R.G. Netemeyer, S. Burton.
Assessing the Domain Specificity of Deal Proneness: A field Study.
Journal of Consumer Research, 22 (1995), pp. 314-326
[Mantel and Kardes, 1999]
S.P. Mantel, F.R. Kardes.
The Role of Direction of Comparison, Attribute-Based Processing, and Attitude-Based Processing in Consumer Preference.
Journal of Consumer Research, 25 (1999), pp. 335-352
[Massy and Frank, 1965]
W.F. Massy, R.E. Frank.
Short Term Price and Dealing Effects in Selected Market Segments.
Journal of Marketing Research, 2 (1965), pp. 171-185
[Mittal, 1994]
B. Mittal.
An Integrated Framework for Relating Diverse Consumer Characteristics to Supermarket Coupon Redemption.
Journal of Marketing Research, 31 (1994), pp. 533-544
[Montgomery, 1971]
D.B. Montgomery.
Consumer Characteristics Associated With Dealing: An Empirical Example.
Journal of Marketing Research, 8 (1971), pp. 118-120
[Mulhern and Padgett, 1995]
F.J. Mulhern, D.T. Padgett.
The Relationship Between Retail Price Promotions and Regular Price Purchases.
Journal of Marketing, 59 (1995), pp. 83-90
[Narasimhan et al., 1996]
C. Narasimhan, S.A. Neslin, S.K. Sen.
Promotional Elasticities and Category Characteristics.
Journal of Marketing, 60 (1996), pp. 17-30
[Nunnally, 1978]
J.C. Nunnally.
Psychometric Theory.
McGraw-Hill, (1978),
[Ortega, 1992]
E. Ortega.
Una Aprox imación Tipológica de la Población Española por sus actitudes haceia las promociones de ventas.
13 Grandes Temas de Marketing, Esic, (1992),
[Park et al., 1989]
C.W. Park, E.S. Iyer, D.C. Smith.
The Effects of Situational Factors on In-Store Grocery Shopping Behavior: the Role of Store Environment and Time Available for Shopping.
Journal of Consumer Research, 15 (1989), pp. 422-433
[Peter, 1981]
J.P. Peter.
Construct Validity: A review of basis issues and marketing practices.
Journal of Marketing Research, 18 (1981), pp. 133-145
[Price et al., 1988]
L.L. Price, L.F. Feick, A. Guskey-Federouch.
Couponing Behaviors of the Market Maven: Profile of a Super Couponer.
Advances in Consumer Research, 15 (1988), pp. 354-359
[Putrevu and Lord, 2001]
S. Putrevu, K.R. Lord.
Search Dimensions, Patterns and Segment Profiles of Grocery Shoppers.
Journal of Retailing and Consumer Services, 8 (2001), pp. 127-137
[Sánchez and Barrio, 1998]
G. Sánchez, S. Barrio.
La Promoción de Ventas Detallista: Un Estudio Diferencial de la Gran Superficie Versus la Tienda Tradicional.
Investigación y Marketing, 58 (1998), pp. 13-21
[Schneider and Currim, 1991]
L.G. Schneider, Currim.
Consumer Purchase Behaviors Associated with Active and Passive deal-Proneness.
International Journal of Research in Marketing, 8 (1991), pp. 205-222
[Schultz et al., 1998]
D.E. Schultz, W.A. Robinson, L.A. Petrison.
Sales Promotion Essentials.
3rd. Ed, NTC Business Books, (1998),
[Shimp and Kavas, 1984]
T.A. Shimp, A. Kavas.
The Theory of Reasoned Action Applied to Coupon Usage.
Journal of Consumer Research, 11 (1984), pp. 795-809
[Shoham et al., 1995]
A. Shoham, L.R. Kahle, G.M. Rose.
Predicting Price Importance and Deal Proneness.
European Advances in Consumer Research, 2 (1995), pp. 258-263
[Sirohi et al., 1998]
N. Sirohi, E.W. McLaughlin, D.R. Wittink.
A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer.
Journal of Retailing, 74 (1998), pp. 223-245
[Teel et al., 1980]
J.E. Teel, R.H. Williams, W.O. Bearden.
Correlates of Consumer Susceptibility to Coupons in New Grocery Product Introductions.
Journal of Advertising, 9 (1980), pp. 31-46
[Urbany et al., 1996]
J.E. Urbany, P.R. Dickson, R. Kalapurakal.
Price Search in the Retail Grocery Market.
Journal of Marketing, 60 (1996), pp. 91-104
[Vázquez and Ballina, 1996]
R. Vázquez, F.J. Ballina.
Estrategias de Promoción de Ventas para las Empresas Detallistas: Influencia sobre las Percepciones y el Comportamiento de Compra de los Consumidores.
Cuadernos Aragoneses de Economía, 6 (1996), pp. 389-419
[Wakefield and Inman, 2003]
K.L. Wakefield, J.J. Inman.
Situational price sensitivity: the role of consumption occasion, social context and income.
Journal of Retailing, 79 (2003), pp. 199-212
[Wakefield and Barnes, 1996]
K.L. Wakefield, J.H. Barnes.
Retailing Hedonic Consumption: A model of Sales Promotion of a Leisure Service.
Journal of Retailing, 72 (1996), pp. 409-427
[Webster, 1965]
F.E. Webster.
The «Deal-Prone» Consumer.
Journal of Marketing Research, 2 (1965), pp. 186-189
[Williams and Slama, 1995]
T.G. Williams, M.E. Slama.
Market Mavens’ Purchase Decision Evaluative Criteria: Implications for Brand and Store Promotion Efforts.
Journal of Consumer Marketing, 12 (1995), pp. 4-21
[Yustas, 2000]
Y. Yustas.
Promociones de Ventas en Mercados Españoles de Alimentación.
IDELCO, (2000),
[Zhang, 1996]
Y. Zhang.
Responses to Humorous Advertising: The Moderating Effect of Need for Cognition.
The Journal of Advertising, 25 (1996), pp. 15-32
Los autores agradecen la ayuda financiera recibida del CICYT (proyecto SEC2002-03949) y del Gobierno de Aragón (proyecto GENERES: S-09 y proyecto PMO 062/2004).
Copyright © 2007. ACEDE