Consumer Promotions and the Acceleration of Product Purchases

Abstract

One potential consequence of consumer promotions is the acceleration of consumer category purchases. Purchase acceleration can assume two forms: purchasing of a larger quantity or shortening of interpurchase time. This research presents an analytical framework for measuring purchase acceleration, and applies that framework to the analysis of two product classes. The effects of coupons, manufacturer and retailer advertising, and price cuts are examined. Different market segments and loyalty groups are also compared in terms of the degree of purchase acceleration exhibited.