The effect of retail promotions on homecenter shopping behavior
1995
Mulhern, F.J. | Michael, J.H.
Homecenter retailers are increasingly important as an outlet for wood products distribution to consumers. Given the increased competition among homecenters selling to the growing repair and remodeling market, promotion strategies are an important component of a store's ability to generate sales and earn a profit. One of the most widely used promotion strategies is the temporary discount of a number of goods with the intention of drawing customers to the store and having those customers also purchase regular-price goods. This paper assists retailers in this increasingly competitive market by investigating how retail promotions influence shopping behavior. Results show that loss-leader promotions attract additional shoppers to homecenters, and the majority of these shoppers purchase regular-price merchandise. Wood products producers selling to homecenters can also benefit by understanding how such promotions affect sales of their products to retail customers.
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