Understanding the impact of store flyers on purchase behaviour: An empirical analysis in the context of Spanish households |
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| Affiliation: | 1. Department of Economics and Business Faculty of Business and Economics University of Almería (Spain), Agrifood Campus of International Excellence ceiA3 Ctra. Sacramento, s/n, E-04120 Almería, Spain;2. Department of Management, University of Granada and Marketing Group, Department of Economics and Business, Open University of Catalonia, Barcelona (Spain), Campus Universitario de Cartuja, E-18071 Granada, Spain;1. College of Business, San Francisco State University, 1600 Holloway Ave., San Francisco, CA 94132, United States;2. QUT Business School, Queensland University of Technology, 2 George Street, PO Box 2434, Brisbane, Queensland 4001, Australia;1. Associate Professor and Consultant, Ubelab, Auckland, New Zealand, 42 Woodside Road, Mt Eden, Auckland 1024, New Zealand;2. Associate Professor of Marketing, Stonehill College, 101B Stanger Building, 320 Washington Street, Easton, MA 02357, USA;1. PhD Scholar, Department of Business Management, University of Calcutta,, Flat 1 A, Surya Garden, 114 A Kankulia Road, Kolkata, West Bengal 700029, India;2. School of Management and Social Science, Haldia Institute of Technology, HIT Campus, Haldia, West Bengal 721657, India;3. International Management Institute – Kolkata, India |
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| Abstract: | The purpose of this paper is to analyse how Spanish consumers are really influenced by store flyers. The present study examines decisions of households regarding: (i) incidence (using a binary logit model); (ii) brand choice (using a multinomial logit model); and (iii) quantity (using a Poisson model). The models described above are applied to scanner choice datasets of the purchases made by Spanish households in two product categories (olive oil and coffee) over 53 weeks. The study finds that the main effect of such flyers is brand switching, rather than acceleration or stockpiling. However, consumers are not homogeneous in these responses to store flyers. Price sensitivity is found to be a more important driver of flyer-proneness than brand loyalty; moreover, the study finds a strong relationship between price-sensitive, flyer-prone consumers and decisions on incidence, choice, and purchase quantities. In contrast, the influence of the presence of brands in store flyers on incidence of purchases is not more prevalent among brand-loyal consumers than among non-brand-loyal consumer; however, such flyers are able to induce loyal users to stock up on their preferred brand. The managerial implications underline that manufacturers and retailers should be aware that the inclusion of a brand in store flyers (without necessarily offering a price discount) can simultaneously cut promotional costs and increase sales profits. In addition, managers should use other types of promotions (such as in-store displays) to encourage consumers to stock up on the brand. |
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| Keywords: | Store flyers Retailer promotions Feature advertising Purchase behaviour |
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