Journal article
Empirical decomposition of customer responses to discount coupons in online FMCG retailing
Journal of retailing and consumer services, Vol.58, 102340
01/2021
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Source: InCites
Abstract
This study considers the efficacy of ‘general’ discount coupons: i.e. those whose discounts apply storewide. We decompose purchase behavior into three effects: spending, basket size, and inter-purchase time. The effects of dollar-off vs. percentage-off coupons are examined for 3,827 customers who had redeemed both types of coupon framings in an Australian online fast-moving consumer goods (FMCG) retail context. Results from Bayesian simultaneous equation modelling confirm that compared to dollar-off coupons, percentage-off general coupons induce customers to both spend more and shop more items. Moreover, by capturing consumer heterogeneity the customer base can be segmented into several clusters based on their reaction to coupons.
Details
- Title
- Empirical decomposition of customer responses to discount coupons in online FMCG retailing
- Creators
- Samaneh Montazeri - Deakin UniversityAli Tamaddoni - Deakin UniversityStanislav Stakhovych - Monash UniversityMichael Ewing - Deakin University
- Publication Details
- Journal of retailing and consumer services, Vol.58, 102340
- Publisher
- Elsevier Ltd
- Identifiers
- 991013124212102368
- Copyright
- © 2020 Elsevier Ltd. All rights reserved.
- Academic Unit
- Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article