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Directing store flyers to the appropriate audience

Miranda, Mario J and Konya, Laszlo (2007) Directing store flyers to the appropriate audience. Journal of Retailing and Consumer Services, 14 (3). pp. 175-181. ISSN 0969-6989

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Abstract

Grocery shoppers were questioned about the frequency of purchasing items that were featured in the store's flyers. This measure was used as the dependent variable in a multinomial logit model with the independent variables being various aspects of shopping behaviour, usage of store flyers, age and employment status. Since only one threshold parameter was significant, the four-level dependent variable was then collapsed and a binary model was estimated. This study evidenced that less than half of the respondents looked forward to receiving unsolicited flyers. Most shoppers read the flyers only to be informed of price specials that the store has to offer. The odds ratio of responding to store flyer deals among those who look forward to sales flyers is more than double the odds ratio of those who do not await the flyers, across every category of shopping frequency. Retailers could employ direct marketing to target specific audiences who look forward to receiving store flyers.

Item Type: Article
Uncontrolled Keywords: ResPubID12886, store flyers, deal-prone
Subjects: RFCD Classification > 350000 Commerce, Management, Tourism and Services
FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Depositing User: Ms Cynthia Newing
Date Deposited: 03 May 2007
Last Modified: 26 Jan 2014 00:24
URI: http://vuir.vu.edu.au/id/eprint/596
DOI: 10.1016/j.jretconser.2006.05.002
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Citations in Scopus: 10 - View on Scopus

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