An Examination of Deal Proneness Across SalesPromotion Types: A Consumer SegmentationPerspective
DONALD R. LICHTENSTEINUniversityf
RICHARD G. NETEMEYERLouisiana
UniversityThis research examines if there are consumer segments that have a propensity to be deal prone in gen-eral and/or segments that reflect a proneness to deals at some more spect$c level (e.g., a segmentreflecting a propens@ to respond to price promotions but not nonprice promotions, a specific couponprone segment, a rebate prone segment). Analyses using multi-item scales assessing consumers’prone-ness to eight d$ferent types of sales promotion indicate the existence of a consumer segment thatrejlects a generalized deal proneness across deal types. These segment-basedfindings are validated byrelating segment membership to deal-responsive behaviors assessed in a
setting. Signiji-cant differences between the consumer segments are shown across eleven dependent measures. Giventhe objective of reaching deal prone consumers in an eficient manner. these results suggest that usageof a broad variety of promotion t.vpes may not be necessary to achieve this goal.
Sales promotions have constituted an increasing portion of the promotional budgets forpackaged goods manufacturers in recent years. One survey found that packaged goodsmanufacturers’ spending on consumer sales promotions now exceeds that spent on adver-tising and that firms average using more than eight different types of consumer sales pro-motion (Donnelley, 1994). Despite this increase in the use and variety of sales promotions,much of the research on consumer response to promotion techniques has examined onlyone or a few different types of promotions. However, many of these studies generalize theirfindings to “deals,” “deal proneness,” and/or deal prone consumers in general (cf. Blattbergand Neslin, 1990, pp. 74-76).
Donald R. Lichtenstein, Associate Professor, University of Colorado, College of Business Administration,Campus Box 419, Boulder, CO 80309; Scot Burton, Department of Marketing and Transportation, 302 BADM,University of Arkansas, Fayetteville, AR 72701; Richard G. Netemeyer, Louisiana State University, Departmentof Marketing, 3127 CEBA, Baton Rouge, LA 70803.
Journal of Retailing, Volume 73(2), pp. 283-297, ISSN: 0022-4359Copyright 0 1997 by New York University.
rights of reproduction in any form reserved.283