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首页> 外文期刊>International Journal of Research in Marketing >On consumer choice patterns and the net impact of feature promotions
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On consumer choice patterns and the net impact of feature promotions

机译：关于消费者选择模式和功能促销的净影响

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Even in the digital age, feature promotions continue to receive significant investments from CPG manufacturers and retailers. Whether this is money well spent depends on consumers' (heterogeneous) tendency to switch brands or stores in response to features. This study proposes a 'Mixed-pattern Random-effects Nested Logit' (MRNL) model to analyse the effect of feature promotions in a multi-retailer multi-brand setting. Across 16 different CPG categories, our results reveal that in all cases a mixture of choice patterns prevails: about half of households exhibit a brand focus (i.e. rather substitute between stores offering that brand), the remaining half show evidence of a store focus (i.e. rather substitute brand offers within a visited store). We find that the size of the promotion lift and its underlying sources differ substantially between patterns. Brand-focused consumers are generally more responsive to feature ads than store-focused consumers - especially in low-concentration categories; while they imply much stronger cannibalization for the manufacturer, and much weaker cannibalization for the retailer. It follows that retailers reap much higher benefits in the brand-focused segment, while manufacturers may not prefer that segment in terms of net gains and must be wary of subsidizing those consumers. We identify household and category characteristics that underlie the choice patterns and offer opportunities for targeting. (C) 2018 The Authors. Published by Elsevier B.V.
机译：即使在数字时代，功能促销仍继续从CPG制造商和零售商那里获得大量投资。这笔钱是否用得其所，取决于消费者（异质性）根据品牌特点改变品牌或商店的趋势。这项研究提出了一种“混合模式随机效应嵌套式Logit”（MRNL）模型，以分析在多零售商多品牌环境中功能提升的效果。在16种不同的CPG类别中，我们的结果表明，在所有情况下，选择模式都是普遍存在的：约有一半的家庭表现出品牌重点（即在提供该品牌的商店之间进行替代），其余的一半则显示出商店重点的证据（即，而不是在逛过的商店内替代品牌报价）。我们发现促销模式的规模及其潜在来源在两种模式之间存在很大差异。与以商店为中心的消费者相比，以品牌为中心的消费者通常对特色广告的反应更快-特别是在低浓度类别中；而对于制造商而言，这意味着更强的吞噬，而对于零售商而言，则是脆弱的吞噬。随之而来的是，零售商在以品牌为中心的细分市场中获得了更高的收益，而制造商在净收益方面可能不喜欢该细分市场，因此必须警惕补贴那些消费者。我们确定住户和类别特征是选择模式的基础，并提供了定位的机会。 （C）2018作者。由Elsevier B.V.发布

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